TikTok Updates Ad Policies to Limit Unwanted Exposure Among Younger Users in Europe
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Loading... - Alexandre Aarle
- 23 Jun 2022
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TikTok has agreed to change its policies around branded content to ensure greater transparency, in line with EU rules, which will also see it implement new regulations around the promotion of alcohol, cigarettes and ‘get rich quick’ schemes within the app.
The updates come as a result of an investigation into alleged breaches of EU consumer rules, with TikTok found to be failing in its duty to protect children from hidden advertising and inappropriate content.
As explained by the European Commission:
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“Following dialogues with the Commission and the network of national consumer protection (CPC) authorities, TikTok has committed to align its practices with the EU rules on advertising and consumer protection, namely, the Unfair commercial practices Directive, the Consumer rights Directive and the Unfair contract terms Directive.”
The changes, as noted, will include improved identification of ads to ensure transparency, as well as better explanations of the process around buying and using virtual currency in the app. TikTok will also implement a new process that will enable users to more easily report rule-breaking ads as they see them.
It’s a good outcome, after a year of negotiations between the groups, which will see TikTok avoid penalties, while improving the in-app experience for many EU users.
Though not all representatives are happy with the outcome. The deputy head of The Consumer Voice Ursula Pachl says that the updated regulations don’t offer the same levels of protection for all users, with the focus being on youngsters specifically, while also TikTok hasn’t committed to stop targeting kids with personalized ads.
It’s the latest in a series of challenges for the app, which comes with rapid scale, and hasn’t appeared to slow TikTok’s growth down at all as yet. Read More...
