Endless Scroll, Real Consequences: TikTok Faces EU Charges

TikTok's signature "just one more video" experience is under serious pressure in Europe, and this time it's not just public opinion—it's regulators. On February 6 in Brussels, the European Commission formally charged the platform with breaching the EU's online content rules, zeroing in on design features officials say are built to keep people hooked. If the findings stick, TikTok may have to redesign parts of its app across the EU or risk a penalty that could reach up to 6% of parent company ByteDance's global turnover.


So, what's the issue? According to the EU watchdog, it's the mechanics behind TikTok's stickiness: infinite scrolling, autoplay, push notifications, and an ultra-personalized recommendation system that constantly serves up new content tailored to each user's interests. Regulators argue that this loop of rewards nudges users into a kind of autopilot mode, encouraging compulsive use rather than mindful scrolling. The Commission says TikTok didn't properly evaluate how these features might affect users' physical and mental well-being, especially children and other vulnerable groups.

Investigators also claim the company overlooked key warning signs of problematic use, like how long minors stay on the app at night or how often users open it throughout the day. On top of that, the EU believes TikTok hasn't put in place strong enough risk-reduction tools, such as effective screen-time management options or robust parental controls. In short, the concern isn't just about content—it's about the core design of the platform itself.

EU tech chief Henna Virkkunen made it clear that changes are expected, saying TikTok needs to adjust how its service works in Europe to better protect minors. Among the ideas floated: phasing out or limiting infinite scroll, introducing meaningful screen-time breaks (including at night), and tweaking how the recommendation system pushes videos. These charges come after a year-long probe under the Digital Services Act (DSA), the EU's flagship law that forces major platforms to do more to tackle illegal and harmful content and systemic risks.

TikTok isn't taking the accusations quietly. A company spokesperson pushed back hard, calling the Commission's preliminary findings completely inaccurate and without merit, and signaling that the company will challenge them. The case lands in the middle of a broader EU crackdown on Big Tech, a push that has drawn criticism from the U.S. government and even sparked trade tensions. Other platforms, including Facebook and Instagram, have already faced DSA charges over so-called deceptive design practices, while companies like Snapchat, YouTube, Apple, and Google have been questioned about age checks and protections for minors.

The bigger picture? Attitudes toward social media's impact on teens are hardening worldwide. Several countries are debating stricter age limits, and Australia recently barred under-16s from major platforms. TikTok can now review the Commission's evidence and submit a written defense before any final decision is made. But one thing's clear: in Europe, the era of "scroll first, ask questions later" is running into regulatory reality.

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