TikTok has permanently ended its Rewards program for TikTok Lite in the European Union (EU) due to regulatory concerns. This decision follows an investigation by EU regulators, who raised issues about the potential for the program to encourage addictive behavior among minors. The investigation was conducted under the Digital Services Act (DSA), which requires social media platforms to assess risks associated with new features before they are introduced.
What’s Happening & Why This Matters
TikTok launched the Rewards program for TikTok Lite in France and Spain earlier this year. The program allowed users to earn points by engaging with the platform—watching videos, liking content, following creators, or inviting friends to join. These points could be exchanged for Amazon vouchers. However, EU regulators quickly flagged the program, concerned that it could promote addictive behavior, particularly among young users.
In April, the EU began an investigation into TikTok’s compliance with the DSA, focusing on the fact that TikTok had not submitted a required risk assessment report before rolling out the Rewards program. The DSA mandates these reports to ensure that new features do not harm users, especially minors.
Facing pressure from the investigation, TikTok initially paused the Rewards program. After further scrutiny, the company decided to shut it down permanently. TikTok has also committed not to launch similar programs in the EU, which led the EU to conclude its investigation.
Thierry Breton, the EU’s internal market commissioner, commented on the outcome, stating that the EU had successfully halted a program that could have had harmful effects on young users.
Despite the end of the Rewards program, TikTok remains under close watch by EU regulators. The EU will continue monitoring the platform’s adherence to its commitments, warning that any violations could result in heavy fines. Additionally, the main TikTok app is still under investigation for potential breaches of DSA rules related to child protection and transparent advertising.
TF Summary: What’s Next
The end of TikTok’s Rewards program in the EU reflects the growing tension between tech companies and regulators over user safety, particularly concerning younger audiences. As the EU enforces the DSA, other platforms may face similar scrutiny. TikTok, in particular, needs to be vigilant in ensuring that its features comply with regulatory standards. The company will be closely monitored to ensure it avoids further regulatory issues and aligns its operations with the EU’s strict guidelines.
— Text-to-Speech (TTS) provided by gspeech