EU accuses TikTok of 'addictive design' and seeks changes to protect users

The European Union recently accused TikTok of breaching digital regulations through its 'addictive design' features including autoplay and infinite scroll, marking a significant escalation in the bloc's efforts to protect users from potentially harmful digital platforms. The accusation comes amid growing concerns about the impact of social media platforms on mental health, particularly among younger users. TikTok, the popular short-video platform owned by Chinese company ByteDance, has faced increasing scrutiny from regulators worldwide. The EU's complaint specifically targets features that keep users engaged for extended periods by automatically playing the next video and allowing endless scrolling without deliberate user action. European authorities argue that these design elements exploit psychological vulnerabilities to maximize user engagement, potentially leading to addiction and excessive screen time.