TikTok changes ads and consumer policies after pressure from EC


Regulators around the world have been casting a beady eye on TikTok in recent times. Now the European Commission has announced some changes made by the video app in response to its interest in whether TikTok has been flouting its rules on advertising and consumer protection.

The changes are listed here, and include: users now being able to report ads and offers that might “push or trick children into purchasing goods or services”; a policy banning branded content around alcohol, cigarettes and ‘get rich quick’ schemes; a new label for paid ads in videos; and a feature for users to report branded content that hasn’t been properly disclosed.

“We welcome TikTok’s commitment for more transparency in the way it operates its business activity. Thanks to our dialogue, consumers will be able to spot all kinds of advertisement that they are exposed to when using this platform,” said the EC’s Commissioner for Justice Didier Reynders, while noting that “we will continue to monitor the situation in the future, paying particular attention to the effects on young users”.

Written by: Stuart Dredge