BRUSSELS, Belgium: The European Union has accused TikTok of violating its digital safety rules over the addictive design of its recommendation algorithm, demanding sweeping changes to the platform’s content feed to prevent users from being drawn into endless streams of similar videos.
The European Commission, the EU’s executive arm and digital regulator, issued preliminary findings against the Chinese-owned platform on Friday, warning that its parent company, ByteDance, could face a fine of up to six per cent of its global annual turnover if it fails to address the alleged violations.
We preliminarily found that TikTok’s ‘For You’ feed has a harmful design.
It shows users endless and repeated exposure of personalised videos, even when those have a negative effect on mental health.
While TikTok has implemented measures to mitigate this risk, we consider them insufficiently effective and call for readjustment.
🔗https://t.co/QVhnwlVpBy
— European Commission (@EU_Commission) November 6, 2026
The case centres on TikTok’s so-called “rabbit hole” effect, in which its recommendation system repeatedly serves users similar content based on their viewing and interaction patterns, potentially exposing them to harmful material about sadness, isolation and body image.
EU says TikTok’s algorithm could harm users’ well-being
The European Commission said TikTok had failed to introduce proportionate, reasonable and effective measures to reduce risks associated with its recommendation system.
According to the regulator, the more users interact with a particular type of video, the more frequently the platform recommends similar content through its “For You” feed.
EU tech chief Henna Virkkunen said the platform needed to strengthen its efforts to protect users, particularly minors, from potentially harmful online experiences.
She warned that repeated exposure to similar content could lead users into digital rabbit holes from which they may find it difficult to disengage.
The commission said such patterns could contribute to increased sadness and anxiety, body dissatisfaction, lower self-esteem and the worsening of existing eating disorders.
⚖️ EU says TikTok’s recommendation algorithm breaks its online platform rules
The European Commission says TikTok broke EU online platform rules with a recommendation algorithm that creates a “rabbit hole effect.” Regulators allege endless exposure to content about sadness, isolation or body image can harm users. The announcement came on Friday.
💡 Our take: Regulators are going after how the feed picks videos, not after single videos. Any app built on endless scroll should be paying attention now.
#TikTok #EU #Regulation
— Tokenwire (@jozeppebless) November 6, 2026
TikTok asked to make major changes to its algorithm
The EU has called on TikTok to redesign its recommendation system and introduce stronger safeguards to give users greater control over the content they see.
Among the proposed changes are greater reliance on users’ explicit preferences, improved accessibility of content controls and regular testing of the recommendation algorithm.
Read Also: Canadian Court Blocks Government Order to Shut TikTok Offices
The regulator also suggested disabling viewing time as an indicator for recommending content, arguing that the platform’s existing controls, including the “not interested” option, may not be sufficient to prevent unwanted recommendations.
The commission said TikTok had already introduced some changes to reduce risks, but these measures had not proved effective enough, requiring more substantial modifications.
TikTok rejected the allegations, describing the commission’s statements as fundamentally inaccurate and misleading about the platform’s design and safety commitments.
The company said it had a strong record of protecting its community while providing users with direct control over their content experience.
The EU Commission says TikTok’s ‘rabbit hole’ effect can pose harm to users. https://t.co/do4f7fjgkm
— The Verge (@verge) November 6, 2026
EU expands scrutiny of social media platforms
The latest action is part of a broader European effort to regulate major technology companies under the Digital Services Act (DSA), which requires online platforms to address illegal content and systemic risks.
In February, EU regulators issued preliminary findings against TikTok over features they said could encourage addictive behaviour, inadequate child protection measures and difficulties faced by researchers seeking access to public data.
Read Also: TikTok To Pay $100m To Alabama In Teen Safety Settlement
Friday’s findings focus specifically on the platform’s recommendation algorithm, with a senior EU official distinguishing the latest investigation from the earlier scrutiny of features such as notifications.
The European Commission is also investigating similar alleged “rabbit hole” effects linked to recommendation systems operated by Meta’s Facebook and Instagram.
In July, Brussels told Meta to address the allegedly addictive design of its platforms as part of a separate investigation under the DSA.
The EU is also considering stronger age-related restrictions, including plans to prevent children under 13 from accessing social media and allow only limited, supervised access for those under 15.
Read Also: TikTok To Pay $400m Settlement In US Children’s Privacy Case
The growing regulatory pressure reflects worldwide concerns about the impact of social media algorithms on young people’s mental health. In the United States, TikTok has also faced legal challenges over alleged risks to teenagers.
In September, the company avoided a trial after agreeing to pay Alabama at least $100 million and introduce time limits and other restrictions for teenage users.
