TikTok Lite forced to scrap its rewards program in Europe
August 5, 2024: The end of the Rewards program in the TikTok Lite app within the European Union. The European Commission forced TikTok to permanently remove it. ByteDance, the company behind the app, also committed to not deploying any equivalent feature for European users in the future.
The targeted feature offered rewards to users in exchange for time spent on the app, watching videos, following creators, etc. These rewards were in the form of points, which could be converted into benefits (such as Amazon products).
This rewards program raised concerns with the European Commission almost immediately after its launch on April 11. By April 22, the European body had launched an investigation into this controversial option "due to the risks of addiction among young people." The feature was then suspended by TikTok in EU countries on April 24.
The Commission was concerned that the TikTok Lite Rewards program had been launched without a diligent prior risk assessment, particularly regarding the addictive effect of the Rewards program, and without taking effective risk mitigation measures. The Rewards program, which can encourage addictive behavior, could have negative effects on users' physical and mental health. This is particularly concerning for minors, who may be more susceptible to these features.
European Commission
As an independent authority responsible for coordinating digital services, Arcom (the French Audiovisual and Digital Communication Regulatory Authority) welcomed this withdrawal, made possible by the application of the DSA (Digital Services Act):
This permanent withdrawal of a feature, which posed an increased risk of addiction, particularly for minors, demonstrates the ability of the European Commission and national regulators to demand more responsible behavior from digital actors, including by modifying the features of their services.
Arcom
References:
- European Commission - TikTok commits to permanently remove the TikTok Lite Rewards program from the EU to comply with digital services legislation
- European Commission - TikTok Lite: The Commission launches a formal procedure and suspends their "rewards" program due to the risk of addiction among young people
- Arcom - Withdrawal of the TikTok Lite program within the European Union: Arcom welcomes the implementation of the Digital Services Act on the protection of minors online
[Cover photo: visuals]
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