- Problem: The Lite app featured a rewards program that the EU were concerned might trigger ‘addiction’ within users
- Solution: TikTok have simply rolled over and removed the feature to avoid trouble
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After previously raising an eyebrow and threatening action against TikTok’s Lite app and its onboard Rewards Program, it seems like this particular TikTok battle is over before it really began as TikTok have withdrawn the Lite app’s rewards and bowed to EU pressure.
TikTok Lite is (was) a new, separate version of the TikTok app which owners Bytedance had launched in Spain and France in April 2024 attracting EC Commission ire.
Concerns focused on the app’s Rewards program which rewarded users with ‘points’ when they performed certain ‘tasks’ within the app. These were of course based around all the things that users use TikTok for, such as watching videos, liking content, following certain creators, and – in the endless pursuit of more eyes and minds – inviting friends to join TikTok.
“Addictive effects”
The Commission’s issue was that such a program had been quietly inserted into the market “without a prior diligent assessment of the risks it entails”, particularly in relation to any “addictive effect” that the programme may have on its users and the absence of any risk mitigating measures.
The Commission felt that the Rewards programme may stimulate addictive behaviour and could potentially have negative effects on the physical and mental health of users, particularly in the case of minors.
“The available brain time of young Europeans is not a currency for social media – and it never will be”
Thierry Breton, EU Commission
Under the EU’s Digital Services Act “Very Large Online Platforms” such ast TikTok are required to perform a risk assessment and submit a report to the Commission’s services prior to launching any new functionalities that are likely to feature such “systemic risks”. Plus, they also have to adopt effective mitigating measures to address these identified risks.
TikTok – of course – failed to do either requirement and on April 22nd the EU initiated formal proceedings against the company and warned TikTok of its intention to suspend the TikTok Lite Rewards programme in the EU. The threat was quickly dealt with by TikTok and on April 24th, just two days later, they voluntarily suspended the TikTok Lite Rewards programme in the European Union.
What happens now?
Well, it’s the end of TikTok Lite rewards basically. Today, the European Commission has made TikTok’s commitments to permanently withdraw TikTok Lite Rewards programme from the EU binding via the following two commitments:
A commitment to withdraw the TikTok Lite Rewards programme from the EU, permanently. And a commitment not to launch any other programme which would circumvent this withdrawal.
Done deal
Any breach of the commitments would immediately amount to a breach of the DSA and could therefore lead to fines. And with the deal in place the Commission is officially closing the formal proceedings opened against TikTok on 22 April.
It’s the first case the Commission has closed under the DSA, 105 days after the opening of the proceedings, and the first time that the Commission has accepted commitments from a designated online platform against which it had opened formal proceedings.
Everyone’s a winner therefore.
From here on in the Commission will monitor TikTok’s compliance with these binding commitments as well as with its other obligations under the DSA.
However, it’s not all plain sailing for TikTok in the EU. The Commission’s earlier formal proceedings against TikTok – concerning the slightly less fixable issues of “the protection of minors, advertising transparency, data access for researchers, and risk management of addictive design and harmful content” remain resolutely in progress.
“The safety and well-being of social media users need to be a number one priority,” said Margrethe Vestager, Executive Vice-President for a Europe Fit for the Digital Age. “Design features on platforms with addictive effects put the well-being of their users at risk. That’s why we have made TikTok’s commitments under the DSA legally binding. We will carefully monitor TikTok’s compliance. Today’s decision also sends a clear message to the entire social media industry.”
“The available brain time of young Europeans is not a currency for social media – and it never will be,” added Thierry Breton, Commissioner for Internal Market. “We have obtained the permanent withdrawal of TikTok Lite Rewards programme, which could have had very addictive consequences. The DSA is in full swing.