EU Targets 'Addictive' Tech Features
The European Commission is moving to force platforms like TikTok to modify or disable features deemed "addictive," such as infinite scrolling and auto-play. This enforcement action signals a more aggressive regulatory stance under the Digital Markets Act (DMA). The move comes as the EU also clarifies platform obligations with the new Platform Work Directive, addressing worker classification for gig economy companies.
- The European Commission's action against TikTok under the Digital Services Act (DSA) is a landmark case, marking the first time a regulatory body has sought to establish a legal standard for the addictive potential of a platform's design. Penalties for non-compliance can be severe, with potential fines reaching up to 6% of a company's global annual turnover. - The investigation into TikTok, which began on February 19, 2024, focuses on several features, including infinite scroll, autoplay, push notifications, and highly personalized recommender systems that may foster compulsive behavior. The Commission is also scrutinizing the "rabbit hole effect" of TikTok's algorithms. - This regulatory scrutiny is not limited to TikTok; Meta's Facebook and Instagram have been under investigation since May 2024 for similar concerns about addictive platform design and potential harm to children. - In a separate but related action under the General Data Protection Regulation (GDPR), Ireland's Data Protection Commission (DPC) fined TikTok €530 million for unlawfully transferring European user data to China. - The EU's legislative agenda includes a forthcoming Digital Fairness Act, expected in late 2026, which will specifically target addictive designs and other unfair digital commercial practices. A public consultation for this act ran until October 2025. - The Platform Work Directive, which member states must transpose into national law by the end of 2026, establishes a legal presumption of employment for gig economy workers if a platform controls key aspects of their work, such as pay or schedules. - This directive also introduces significant rules for algorithmic management, requiring human oversight for important decisions and prohibiting automated systems from processing certain sensitive data, like a worker's emotional state or private communications. - The broader regulatory landscape includes the Digital Markets Act (DMA), which became law in November 2022 and designates "gatekeeper" companies like ByteDance (TikTok's parent company), Alphabet, Amazon, Apple, Meta, and Microsoft, imposing specific obligations to ensure fair and open digital markets.
