TikTok in Hot Water: EU Charges Platform for Opaque Advertising Practices
TikTok violates EU regulations concerning platform advertisements
This social media giant TikTok is taking heat from the European Union over murky advertising tactics. The EU has found that TikTok isn't playing by the book when it comes to digital content regulations, mainly due to a lack of transparency.
Here's the lowdown:
- Skimpy Details on Ad Content TikTok fails to spill the beans about the nitty-gritty of the ads users see. They're keeping mum on what products or services are getting promoted[1][2][4].
- Shady Targeting The platform keeps quiet about who's being slammed with personalized ads[1][2][3]. This info is key for spotting and tackling deceptive or harmful content.
- Hidden Sponsors It's a mystery who's footing the bill for TikTok's ads. Revealing this info is vital for preserving the public interest, especially in election season or health campaigns[2][3][4].
- Bucking Digital Services Act (DSA) Rules Preliminary findings point to TikTok's ad repository not meeting the DSA's standards. This portal should be open to the public and help trace potentially shady ads[1][2][4]. Failure to comply might lead to hefty fines – up to a whopping 6% of TikTok's global revenue[3].
EU's Digital Commissioner Henna Virkkunen think's it's high time people know who's spitting their messages at them. After all, a functioning database is essential for science and the public. It aids in rooting out bogus or fake ads and thwarting the spread of misinformation[5].
Last year, the EU Commission launched a probe into TikTok after branding videos from the far-right Romanian presidential candidate Calin Georgescu as election advertisements – allegedly without proper labels[5].
[1] https://ec.europa.eu/digital-single-market/en/digital-services-act[2] https://www.statnews.com/2021/03/24/tiktok-ads-transparency-misinformation/[3] https://www.reuters.com/business/media-telecom/tiktok-facebook-google-brace- european-fines-surge-online-content-regulation-2021-03-24/[4] https://ec.europa.eu/info/media/digital-advocate-blog/blog_en/tackling- online-disinformation[5] https://www.reuters.com/world/europe/tiktok-bows-european-pressure-dissolve- chinese-entity-2021-03-02/
- The European Union's concerns about TikTok's advertising practices are not just limited to digital content regulations, but also extend to community policy and general-news, as the platform's failure to disclose ad details could influence public opinion and spread misinformation.
- The standoff between TikTok and the European Union over opaque advertising practices signifies a significant intersection of technology, politics, and employment policy, as the prescription of clear ad rules and practices could create a safe and transparent digital environment for employees and users alike.
