TikTok pledges to comply with EU rules on better consumer protection, Commission announces today
Following dialogues with the Commission and the network of national consumer protection authorities (CPCs), TikTok has committed itself to aligning its practices with EU rules on advertising and consumer protection. Specifically to align with the Unfair Commercial Practices Directive, the Consumer Rights Directive. This dialogue originally came from a complaint (BEUC).
In February 2021, BEUC sounded the alarm over some problematic TikTok practices that allegedly violate EU consumer rules.
BEUC had found that the social media platform did not protect children from hidden ads and inappropriate content. Following the complaint, the Commission, together with the CPC, and led by the Irish and Swedish consumer authorities, entered into a dialogue with TikTok.
The series of concerns has now been addressed and TikTok has pledged to change its practices.
Justice Commissioner Didier Raiders said: “All social media platforms need to follow the rules and ensure that consumers can easily identify commercial content, even when promoted by influencers. We welcome TikTok’s commitment to greater transparency in the way its business operates. Thanks to our dialog, consumers will be able to locate all types of ads they are exposed to when using this platform. “Despite today’s commitment, we will continue to monitor the situation in the future, paying particular attention to the impact on new users.”