EU demands changes to TikTok’s recommendation algorithm over harmful ‘rabbit holes’

TikTok faces demands to change how its For You feed recommends videos, with fines threatened if it fails to address risks to users. The European Commission’s November 6 preliminary findings accuse the platform of creating harmful recommendation loops under the Digital Services Act. TikTok rejects the findings, which are not a final decision.

When more of the same becomes the risk

The Commission’s concern is the sequence of videos users receive. It says TikTok draws on what someone has watched or liked to serve similar clips, potentially exposing that person repeatedly to triggering material. The alleged harm comes from a recommendation pattern that users cannot easily escape, rather than simply from encountering one troubling video.

Regulators singled out what they described as endless exposure to content about sadness, isolation and body image. Their stated concern includes minors’ well-being. TikTok has made changes intended to reduce the risks identified by the Commission, but the regulator says those measures have not gone far enough.

Every time a user scrolls or likes a video on TikTok, the algorithm serves more of the same, leading users down rabbit holes they cannot easily escape from.

Henna Virkkunen, European Commission executive vice-president

The algorithm, not just notifications

The action shifts attention toward the feed’s underlying selection system. A senior EU official told AFP that the November findings target the algorithm itself, distinguishing them from February findings focused on features such as notifications. That earlier assessment said TikTok had not adequately evaluated how addictive features could affect users’ physical and mental well-being, including minors and vulnerable adults.

TikTok disputes both the Commission’s description of its technology and its assessment of user protection. A spokesperson called the findings “fundamentally inaccurate” and said they distort the platform’s architecture and commitment to safety. The company also defended its record of protecting users and said it gives them direct, intuitive control over their content experience.

TikTok will have an opportunity to answer the findings before the Commission issues its final decision. The immediate procedural step is therefore the company’s response to the allegations, while the Commission is demanding further changes and holding out the prospect of financial penalties if the risks remain unresolved.