The European Union has accused TikTok of not being transparent enough about how ads are shown on the platform. Regulators say TikTok’s ad database doesn’t meet the standards required by the EU’s Digital Services Act (DSA).
The DSA is a set of rules that aims to make social media platforms safer and more honest. It requires platforms to explain why users see certain ads and who paid for them. The EU believes TikTok failed to share clear details about the content of ads, who they are targeting, and the buyers behind them.
The Commission said TikTok‘s ad tools don’t let people properly search or examine this ad data. This makes it hard for researchers to spot fake ads or organized disinformation campaigns, especially around elections.
TikTok responded saying it is reviewing the findings and is committed to following the DSA rules. However, the company disagreed with some parts of the EU’s interpretation and noted that guidance was being shared through unofficial updates instead of clear public rules.
Henna Virkkunen, one of the EU’s top tech officials, said transparency is crucial. People should know who is paying for the ads they see and why. This is especially important to protect elections, public health, and consumers from scam ads.
TikTok now has a chance to respond before the EU gives a final decision. If found guilty, the company could face a fine of up to 6% of its yearly global income.
This isn’t the only problem TikTok is facing in Europe. The platform is also under investigation for how it handled online risks during Romania’s presidential election, which faced controversy over alleged interference and disinformation.
