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

The EU has successfully vanquished a TikTok characteristic that Europe’s digital commissioner described as “poisonous” and “addictive as cigarettes.” Proprietor ByteDance stated on Wednesday that TikTok Lite’s reward-to-watch characteristic can 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 trade their factors for real-world perks like Amazon vouchers or in-app ones like TikTok’s digital foreign money, which is used to tip creators. The EU Fee stated the “job and reward” characteristic can stimulate “addictive habits” in kids.

“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 resolution to droop the #TikTokLite ‘Reward Program’ within the EU.”

Nevertheless, he added a parting shot to remind ByteDance it isn’t out of the woods: “The circumstances 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 Companies Act (DSA). The landmark laws, adopted in 2022, offers European regulators the tooth to drive important modifications in social media platforms to guard customers.

Corporations that break the principles can threat fines of as much as six % of their world revenues — sufficient to drive compliance from even the richest firms. Wednesday’s suspension marks the primary concrete instance of the EU utilizing the DSA’s enforcement powers to drive important modifications on a social platform.

The EU’s formal investigation into TikTok Lite was its second focusing on the platform this yr. 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 circumstances stay energetic.

“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 subsequently voluntarily suspending the rewards features in TikTok Lite whereas we tackle the issues that they’ve raised.”