By Kelvin Chan
LONDON (AP) – European Union regulators accused Tiktok on Thursday of violating digital content rules as they are not transparent enough about the ads shown to users of video sharing apps.
Tiktok’s advertising repository has not met the standards required by Bloc’s Digital Services Act, known as the DSA, the EU Executive Committee of 27 countries said in its preliminary findings of the investigation.
The committee said AD databases are essential for researchers to detect fraudulent ads, so-called hybrid threat campaigns, coordinated information manipulation and fake ads as well as “include election context.”
DSA is a broad rulebook aimed at cleaning up social media platforms and protecting users from risks including election-related disinformation. Platforms must be transparent about digital ads, such as notifying users why a particular ad is being shown and why they paid for it.
The committee said Tiktok does not provide the necessary information about the content of the ads, what users are targeted, and who pays. The database says it “limits the usefulness of the tool” because it does not allow comprehensive searches of advertising based on this information.
Tiktok said it is reviewing the committee’s findings and remains committed to meeting DSA obligations.
“We continue to support regulatory goals and improve our advertising transparency tools, but we oppose disagreeing with some of the committee’s interpretations and note that guidance is provided through preliminary findings rather than clear public guidelines,” the company said in a statement.
The drawbacks of the advertising database prevent the “complete examination” of the risks posed by the AD targeting system, said Henna Wilkunen, vice-chairman of the committee’s sovereignty, security and democracy.
“Internet advertising transparency – who pays and who is targeted is essential to protecting the public interest,” Virkkunen said. “Whether it’s defending democratic election integrity and protecting public health or protecting consumers from fraudulent advertising, citizens have the right to know who’s behind the message they see.”
Tiktok currently has the opportunity to reply before the committee issues a final decision, which could result in a fine of up to 6% of the company’s annual global revenue.
Tiktok is being scrutinized in another EU investigation into whether the risks to the EU’s presidential election have not been addressed.
Original issue: May 15th, 2025, 12:29pm EDT
