TikTok Agrees To Increase Protection Of Advertising Content For Children In The European Union

TikTok, increase ad safety for kids. (photo: pixabay doc)

JAKARTA - China's short video sharing app TikTok has agreed to improve the rights of European Union users. EU regulators said on Tuesday, June 21 that the deal was to avoid possible sanctions in a case sparked by multiple complaints from consumer groups in the bloc.

The European Consumer Organization (BEUC) in its 2021 complaint said TikTok, which has seen rapid growth worldwide, especially among teenagers, failed to protect children from hidden ads and inappropriate content.

According to the EU executive, TikTok then held discussions with the European Commission and a national network of consumer protection authorities in a bid to resolve the issue and has now agreed to a number of changes.

This consent includes the introduction of additional options that allow users to easily report ads that have the potential to encourage children to buy goods or services or persuade their parents or others to buy them for them.

In addition, branded content will not be allowed to promote inappropriate products and services. Among other commitments, the company will clarify how to earn rewards from its platform, and paid ads on videos will be more clearly labeled.

"All social media platforms are required to follow the rules and ensure that consumers can easily identify commercial content, including when promoted by influencers," EU justice commission chair Didier Reynders said in a statement.

TikTok also said it would continue to improve its features. However, BEUC said TikTok's bid failed in several areas.

"The impact of these commitments on consumers remains highly uncertain. Despite more than a year of dialogue with TikTok, the investigation is now closed, leaving the significant concerns we raised unresolved," BEUC Deputy Director General Ursula Pachl said in a statement.