To this day, TikTok counts over 700 million active users worldwide, more than 100 million are American. Image: AFP/Olivier Douliery.
Brussels, Belgium — The EU on Friday said TikTok must address concerns of aggressive advertising methods targeting children in a case launched by consumer authorities in several member states.
The European Commission said the popular video-sharing app had one month to respond, saying “hidden marketing, aggressive advertising techniques targeted at children, and certain contractual terms in TikTok’s policies” were of “specific concern.”
TikTok has faced many such cases globally, and the EU claim comes a month after Britain accused the video-sharing app of illegally collecting personal data from millions of children in Europe.
The case by the EU executive came after a signal in February by the European Consumer Organisation (BEUC) about TikTok’s alleged breaches of EU consumer rights.
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Taking up a case launched by Ireland and Sweden, the BEUC said TikTok had failed “to protect children and teenagers from hidden advertising and potentially harmful content on its platform.”
It pointed to the use of online influencers to promote brands, but with the commercial intent hidden from young users.
