EU Bans TikTok’s Reward System Amid Addiction Concerns

On August 5th, TikTok agreed to permanently remove its Lite Rewards program from the European Union following concerns raised by the European Commission about its potential addictive effects.

TikTok Lite is a data-friendly version of the popular video app. It offers a rewards program for adults. Users can earn points by watching videos, liking content, and inviting friends. These points can be redeemed for Amazon gift cards or TikTok coins to tip other users.

The video-sharing platform made the commitment to withdraw the program, after the Commission launched formal proceedings against it in April. The EU’s Digital Services Act (DSA), designed to regulate large online platforms, was cited as the reason for the action.

The Commission expressed concerns that the Rewards program could encourage addictive behavior, particularly among minors. The DSA requires platforms to conduct thorough risk assessments before launching new features that could have a significant impact. TikTok’s failure to do so for the Lite Rewards program led to the Commission’s intervention.

By accepting TikTok’s commitments, the Commission has closed its first case under the DSA. However, it’s important to note that this is just one step in the EU’s ongoing scrutiny of the platform. Formal proceedings against TikTok initiated in February, unrelated to the Rewards program, remain open.

TikTok has expressed satisfaction with reaching an agreement with the European Union. In a statement to The Washington Post, spokesperson Elliott Burton said the company is pleased to have resolved the issue and is committed to constructive engagement with regulators.

TikTok has faced increasing pressure from regulators around the world over data privacy and user safety concerns. The EU’s actions highlight the growing concern about the potential psychological impact of social media, particularly on young people.