TikTok Lite axes ‘addictive as cigarettes’ reward-to-watch function underneath the EU’s watchful eye

The EU has successfully vanquished a TikTok function that Europe’s digital commissioner described as “poisonous” and “addictive as cigarettes.” Proprietor ByteDance stated on Wednesday that TikTok Lite’s reward-to-watch function could be suspended. It’s been a brutal day for TikTok as President Biden signed a invoice (additionally on Wednesday) forcing ByteDance to promote the platform’s US operations or face a ban.

TikTok Lite, launched earlier this month in France and Spain, lets customers earn rewards by watching and liking movies. They will then change their factors for real-world perks like Amazon vouchers or in-app ones like TikTok’s digital forex, which is used to tip creators. The EU Fee stated the “process and reward” function can stimulate “addictive conduct” in children.

“Our kids usually are not guinea pigs for social media,” EU commissioner Thierry Breton posted on X (Twitter) on Wednesday. “I pay attention to TikTok’s choice to droop the #TikTokLite ‘Reward Program’ within the EU.”

Nonetheless, he added a parting shot to remind ByteDance it isn’t out of the woods: “The instances in opposition to TikTok on the danger of addictiveness of the platform proceed.”

Breton fired a warning shot at ByteDance earlier this week, saying the EU had opened a proper investigation into TikTok for violating the Digital Providers Act (DSA). The landmark laws, adopted in 2022, offers European regulators the tooth to pressure vital modifications in social media platforms to guard shoppers.

Firms that break the principles can danger fines of as much as six p.c of their international revenues — sufficient to pressure compliance from even the richest firms. Wednesday’s suspension marks the primary concrete instance of the EU utilizing the DSA’s enforcement powers to pressure vital modifications on a social platform.

The EU’s formal investigation into TikTok Lite was its second focusing on the platform this 12 months. An earlier case, launched in February, opened proceedings in opposition to TikTok and Meta for his or her dealing with of the privateness and security of minors. The Guardian notes that each instances stay lively.

“TikTok all the time seeks to interact constructively with the EU Fee and different regulators,” the platform’s Coverage Europe X account posted on Wednesday. “We’re due to this fact voluntarily suspending the rewards features in TikTok Lite whereas we tackle the issues that they’ve raised.”