European Union Demands TikTok Modify Content Ranking Mechanism

The European Commission called on the Chinese platform TikTok on Friday to make fundamental changes to its content-ranking mechanism, known as the “content algorithm,” warning that it could impose substantial fines under the EU’s Digital Services Act.

In preliminary findings from its investigation, the Commission stated that “the platform’s recommendation system may expose children and other vulnerable groups to content harmful to mental health by repeatedly suggesting videos similar to those the user has previously interacted with, a phenomenon known as the ‘black hole effect.’”

It explained that the algorithm relies on “user engagement indicators, such as video views and likes, to intensify the display of similar content, including material related to sadness, isolation, body image, and weight loss, which can exacerbate feelings of anxiety and low self-esteem and worsen certain psychological and eating disorders.”

The European Commission found that the measures TikTok had taken to mitigate these risks, including content-diversification tools and the “Not Interested” option, were insufficient, as the algorithm still prioritized watch time over users’ desire to reduce the appearance of certain content.

In this regard, the Commission urged TikTok to place greater emphasis on users’ explicit preferences, eliminate watch time as an indicator for content recommendations, make control tools more accessible and easier to use, and conduct regular algorithmic testing.

This move comes as the EU tightens its oversight of major digital platforms to protect children from harmful content and designs that encourage excessive use. In February, the Commission previously asked TikTok to modify features it considered addictive, and in July it accused the platform of exposing children to the risks of cyberbullying and exploitative behaviors.