Switching off algorithm-driven recommendations is significant given how key it has been for driving adoption and engagement
Flagging potentially illegal material
Social media platform TikTok is taking a number of steps to ensure it meets its new requirements under the EU’s DSA by the 28 August 2023 deadline. Like Instagram and YouTube, TikTok has been designated as one of 17 ‘Very Large Online Platforms’ (VLOPs) that have at least 45m monthly active users. It is now introducing an additional reporting option for European users that will allow them to report content they believe is illegal, including advertising. Content that is reported for being illegal will first be reviewed against TikTok’s Community Guidelines and removed globally if it violates them. If it does not, a new team of moderators and legal specialists will assess whether it violates the law and will be restricted in that country only. Relevant users will be informed of the decision and reasoning, and given the opportunity to appeal.
Changes to content moderation and discovery
Outlining transparency as a core principle, TikTok has committed to providing European users with information about a broader range of content moderation decisions, for example whether the action to remove a video that may include unverified claims about an ongoing election was taken by automated technology (as opposed to a human). TikTok also claims to have been open about the algorithm that powers its business model, including starting to give people more control over their recommendations. As part of efforts to meet DSA requirements, the video sharing platform will soon enable European users to turn off personalisation from their ‘For You’ and ‘Live’ feeds. This means consumers will instead see popular content from where they live and from around the world, rather than using AI-based recommendations. Similarly, when using non-personalised search, users will see results of popular content from their region and in their preferred language. The changes are significant given how key TikTok’s precise algorithm has been for driving adoption and engagement.
No personalised ads for users under 18
Finally, TikTok is to guarantee that users in Europe aged 13-17 will no longer see personalised advertising based on their activities on or off the app. This safeguard (which again is required by the DSA) builds on the control users already have to switch personalised ads off in their settings. Highlighting the importance of safety, privacy and security for its community, TikTok states that it will continue to not only meet its regulatory obligations, but strive to set new standards through innovative solutions and stakeholder collaboration. It is clear – as has been acknowledged by Thierry Breton – that the platform is dedicating significant resources to compliance; however, cybersecurity concerns around TikTok have yet to abate, with New York City the latest authority to introduce a ban on official devices. In the US, a bill has also been introduced in the Senate that would see the app banned nationwide.
