EU Regulators Target TikTok Over “Addictive” Design Features

European Commission regulators have launched proceedings against TikTok, claiming the social media platform’s design features may foster addiction, especially among younger users. The investigation represents a significant shift in European regulatory focus, targeting not just harmful content but the fundamental architecture of digital platforms and their psychological impact on users.

The investigation falls under the European Union’s Digital Services Act (DSA), which requires large online platforms to identify and mitigate “systemic risks,” including potential threats to mental health and child safety. European officials have specifically highlighted TikTok’s infinite scroll function, autoplay capabilities, and highly personalized recommendation algorithms as features that may encourage compulsive usage patterns.

“These are not just content moderation issues anymore,” said a Commission spokesperson familiar with the investigation. “We’re examining how the very design of these platforms may shape user behavior in potentially harmful ways.”

Currently in its preliminary phase, TikTok has the opportunity to respond to the allegations before the Commission reaches a final determination. However, the stakes are considerable – companies found in violation of DSA requirements face potential fines of up to 6% of their global annual revenue, which could translate to hundreds of millions of dollars. Beyond financial penalties, the EU could mandate significant design modifications to reduce features deemed potentially addictive.

TikTok has pushed back against some of the preliminary findings, highlighting safety features it has already implemented. “We’ve introduced screen-time reminders, parental controls, and other tools specifically designed to help users maintain a healthy relationship with our platform,” a TikTok representative stated. The company emphasized its commitment to user wellbeing while defending its core product features.

The scientific foundation for “social media addiction” remains complex. Unlike gaming disorder, which the World Health Organization formally recognized in its ICD-11 classification system, social media use has not been classified as a standalone clinical disorder. However, research has increasingly examined how certain design elements – including endless content feeds, algorithmically curated recommendations, and variable reward mechanisms – may reinforce habitual or compulsive usage patterns in susceptible individuals.

Dr. Sarah Meyers, a digital psychology researcher at Oxford University not involved in the regulatory proceedings, noted: “The evidence suggests these platforms aren’t universally ‘addictive,’ but their design certainly leverages psychological principles that can make it difficult for some users to regulate their usage. Younger users may be particularly vulnerable.”

The European regulatory approach stands in contrast to the more fragmented framework in the United States. While the EU has moved toward directly regulating platform design through the DSA, the U.S. lacks comprehensive federal legislation targeting potentially addictive design features. American regulation has instead focused on adjacent issues like data privacy.

The Children’s Online Privacy Protection Act (COPPA), for instance, primarily addresses how companies collect data from children under 13, not how platforms are designed to encourage engagement. Meanwhile, the proposed Kids Online Safety Act (KOSA) would require platforms to mitigate potential harms to minors, including references to design practices that increase time spent online, but the legislation has yet to become law.

The TikTok investigation underscores a broader international debate about the regulation of digital platforms. European officials have positioned themselves at the forefront of efforts to address not just what appears on these platforms but how they are engineered and the behavioral patterns they may encourage.

Industry observers note that the outcome could have far-reaching implications beyond TikTok, potentially establishing precedents for how digital platforms approach engagement-driven design features across the sector. The case represents a significant test of the EU’s regulatory ambitions and could influence approaches to platform governance worldwide.