European Union regulators have formally opened an investigation into TikTok. The probe targets the social media giant’s operations within the EU market. Officials suspect TikTok may have broken important digital competition rules. The investigation focuses on two main areas of concern. First, regulators worry TikTok uses addictive design tricks. These features might push users to spend too much time on the app. This is sometimes called “addictive design.” Experts believe these tactics exploit human psychology. The goal is keeping users scrolling for longer periods. The second major concern involves unfair treatment of content creators. Regulators question if TikTok gives its own services an unfair advantage. They also want to know if TikTok makes it too hard for creators to earn money fairly. The rules being examined are part of the EU’s Digital Markets Act. This law aims to ensure fair play online. TikTok says it will cooperate fully with the investigation. The company insists it gives creators many ways to make money. TikTok also claims its features follow all relevant laws. This investigation is a serious step. Regulators now have up to one year to finish their work. If TikTok is found guilty, it could face massive fines. Penalties might reach 10% of its total global yearly revenue. For repeated violations, fines could jump to 20%. The EU is also looking at TikTok’s new app feature, TikTok Lite. This rewards program offers points for watching videos. Officials worry this feature might be especially harmful to children. They have demanded TikTok provide a risk assessment report. The EU might impose temporary restrictions on TikTok Lite while the investigation continues.
(TikTok Under Investigation for Unfair Practices)