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Scrolling without being able to stop is not only a widespread sentiment, but also a behavior that has caught the attention of European institutions. Indeed, the European Commission notified TikTok of the preliminary conclusions of an investigation launched in February 2024. The investigation alleges possible violations of the Digital Services Regulation. Central to the proceedings is the idea that the platform's design encourages a form of behavioral addiction, especially among young people.
The investigation and the scope of the Digital Services Regulation
The investigation is about how TikTok, a platform from China's ByteDance, designs and structures the user experience. According to Brussels, large digital platforms must assess and mitigate so-called systemic risks, including those related to users' physical and mental well-being. In the case of TikTok, the European executive believes that this assessment was not adequately carried out, particularly with regard to underage users.
The functionalities that came into the EU's crosshairs
Several key features of the app landed in the Commission's crosshairs: infinite scrolling, automatic video playback, push notifications and a highly customized recommendation algorithm. According to European engineers, these elements would work together to keep the user in a continuous user mode. This reduces the perception of time spent on the app and encourages long-term use.
The reward mechanism and 'autopilot'
One of the central points of the allegations concerns the so-called constant reward mechanism. It argues that the constant presentation of new content puts the brain on a kind of autopilot, making it harder to stop the activity. In this context, Brussels criticizes TikTok for not taking into account relevant indicators of compulsive use, such as the time minors spend on the app during night hours.
Inadequate prevention tools
The study also assesses the effectiveness of the tools introduced by TikTok to reduce excessive use. Features such as screen time, which allows a daily limit to be set, are rated as ineffective because they are easy to circumvent and have a limited effect. Even parental controls are inconclusive: according to Brussels, they would require so much skill and time from parents that they would be ineffective in protecting the youngest children.
Potential economic impact
For now, these are preliminary conclusions. TikTok will be able to submit its comments and at the same time the European Digital Services Committee will be consulted. If the objections are upheld, ByteDance risks a penalty of up to 6% of its annual global turnover. Given that the group's turnover would have reached €155 billion by 2024, the fine could reach about €7.9 billion.
ByteDance's reaction
The company's reaction was not long in coming. In an official message, ByteDance firmly rejected the allegations: "The Commission's preliminary investigation paints a completely false and unsubstantiated picture of our platform and we will take all necessary steps to refute these allegations by all available means."
The confrontation between Brussels and TikTok will continue, with an outcome that could have major implications for the entire digital platform industry.
Source: European Commission
(©GreenMe.it 2026 / Managing Editor: Selma Keshkire - The Press Junction /Picture: Solen Feyissa via Unsplash)