The European Union Takes On TikTok For Alleged Advertising Rule Violations
EU Commission alleges TikTok of disregarding regulations in digital advertisement practice - EU Commission alleges TikTok's transgression of rules concerning online advertising regulations
In the heart of regulatory scrutiny, TikTok has found itself in the hot seat due to the European Union Commission's claims that it has breached online advertising rules. Here's what's going down:
The Brutal Truth About TikTok Ads
European Union Digital Commissioner Henna Virkkunen has dropped a bombshell, accusing TikTok of shrouding its advertising practices in mystery. Specifically, the platform fails to disclose the users it targets with personalized ads, along with the identity of the advertisers themselves [1][3].
Digging Deeper: The EU's DSA Requirements
According to the Digital Services Act (DSA) standards, TikTok's ad practices fall short. The platform's database, used to find advertisements, doesn't adjust to DSA requirements, making it difficult for the public to conduct comprehensive searches for ads [3].
Escalating the Action: Formal Investigation
This investigation is no mere warning—it marks the first formal accusation against TikTok for DSA infractions, signifying a significant step up in regulatory supervision [1].
The Potential Fallout
If the EU Commission's preliminary conclusions hold true, TikTok could be slapped with fines equivalent to 6% of its global annual turnover [3]. Moreover, to comply with the DSA, TikTok must beef up its transparency tools, ensuring rounds of detailed information on ads and a more user-friendly advertising repository for researchers and civil society [1][3].
The investigation and possible penalties could take a toll on TikTok's reputation and trust among users and regulators, which could, in turn, impact its European operations [1][3].
TikTok has yet to offer an official response, but has confirmed it's taking the Commission's findings into account and remains dedicated to complying with the DSA [1][3]. However, the company questions some of the Commission's interpretations, emphasizing the need for clearer directives in its advertising practices.
[1] "EU Commission Accuses TikTok of Breaching Online Advertising Rules." Reuters, Thomson Reuters, 9 Mar. 2023, www.reuters.com/world/europe/eu-investigates-tiktok-alleged-online-ad-rules-violation-2023-03-09/
[3] "EU Commission's Investigation into TikTok." Enrichment Data, www.enrichmentdata.com/eu-commission-investigation-tiktok
- The allegations against TikTok by the European Union Commission highlight the need for EC countries to enforce strict employment policies in tech companies, ensuring transparency in advertising practices and adherence to regulations such as the Digital Services Act (DSA).
- The politics surrounding TikTok's alleged advertising rule violations in the European Union highlights the importance of general-news media outlets to monitor and report on such incidents, ensuring the public is well-informed about the policies and practices of technology companies.
