EU orders TikTok to disable infinite scroll and autoplay

The European Commission has announced that TikTok must disable features like infinite scroll and autoplay, and improve its recommendation system, citing concerns over addictive design elements.

The EU cited infinite scroll, push notifications, and recommendations as drivers of compulsive use.

TikTok denied the allegations, saying its claims are false and that it will challenge the findings through appropriate channels.

The platform offers screen-time tools and parental controls, but the Commission said these measures are insufficient to mitigate risks associated with its app design.

TikTok is now expected to respond to the EU’s preliminary findings, which could lead to sanctions including fines of up to 6% of its global turnover if breaches are confirmed.

🔗 Source: TechCrunch

🧠 Food for thought

Implications, context, and why it matters.

The EU’s case against TikTok relies on evidence, not only concerns about “addictive design”

The European Commission bases its action on specific articles of the Digital Services Act (DSA), which require platforms to assess and reduce systemic risks using the best available scientific evidence 1.
Regulators point to usage data that places TikTok as the most used platform after midnight among 13 to 18-year-olds, drawing on a Polish study cited by EU officials 2.
The EU says TikTok failed to properly assess signs of compulsive use linked to infinite scroll, autoplay, push notifications, and its recommendation system, including nighttime activity and how often users open the app 3.

The case tests the attention economy across social platforms

The preliminary findings rank among the strongest efforts so far to use law to rein in “addictive” product design, which could shape rules for other engagement-driven apps 4.
Mandated updates to features such as infinite scroll or autoplay could change how people spend time online, which may weaken ad models tied to impressions or watch time 4.
The action fits a wider enforcement push under the DSA, which regulators have also used to scrutinize or penalize other large platforms including X and Meta 5.
Brands may adjust social media plans by building stronger first-party customer data and producing material that depends less on viral recommendation algorithms 4.