EU Orders TikTok to Change For You Feed Over “Rabbit Hole” Effect

The European Union has told TikTok to change the algorithm behind its For You feed and has threatened the platform with large fines if it does not. According to Al Jazeera, the European Commission said on Friday that the feed breaches the bloc's Digital Services Act.

The finding is preliminary, and TikTok has rejected it. The company will get a chance to respond before regulators issue a final decision.

What the European Commission says

Brussels accuses TikTok of creating a “harmful ‘rabbit holes’ effect.” In the commission's view, the feed keeps serving videos similar to those a user has watched or liked, even when the material is triggering.

Henna Virkkunen, the commission's executive vice president who oversees tech sovereignty, said in a statement that each scroll or like leads the algorithm to serve more of the same. She said this pulls users down rabbit holes they cannot easily escape. She added that the preliminary findings show TikTok must do more to protect users' well-being, including that of minors.

The EU said the algorithm results in “endless” exposure to content about sadness, isolation or body image. It acknowledged that TikTok had made some changes to reduce the risks the commission identified, but said they did not go far enough.

How TikTok responds

TikTok rejected the findings. A company spokesperson said they are “fundamentally inaccurate” and distort how the platform is built and how seriously it takes user safety.

The spokesperson said TikTok has a strong record of protecting its community. The company also said it gives users direct and intuitive control over what they see.

What's at stake: fines and the feed itself

Al Jazeera reported that, according to regulators, the fines on the Chinese-owned platform could increase by up to 6 percent unless the issue is resolved. The report does not spell out what that percentage is measured against.

A senior EU official told the AFP news agency that this order differs from earlier findings because it targets the algorithm itself. In February, the EU said TikTok had not adequately assessed how addictive features could harm the physical and mental well-being of users, including minors and vulnerable adults. Those findings centered on features such as the effect of notifications.

Part of a wider push on platforms

In July, the bloc accused TikTok of exposing children to risks including cyberbullying and predatory behavior. That same month, Brussels ordered Meta to change the feeds on Facebook and Instagram as part of an investigation into whether those platforms violated the Digital Services Act.

Al Jazeera also noted that countries such as France, Spain and England have recently focused on shielding minors on social media from predatory behavior, cyberbullying, worsening mental health and eating disorders. Several countries have introduced social media bans for children below the age of 15.

Why it matters for TikTok users

The For You feed is the part of TikTok that decides what each person sees, based on past viewing and likes. If the EU's final decision upholds the preliminary findings, TikTok could be required to change how that recommendation system works. The commission's concern is that the current design leaves users, including young people, repeatedly exposed to content about sadness, isolation or body image.

The sources do not say what specific changes the commission wants or when any change might take effect. For now, the findings are preliminary and the feed has not been altered by this order.

What happens next

TikTok can respond to the commission's preliminary findings before a final decision is made. If the commission confirms its view and the company does not resolve the problem, the threatened fines could follow. No date for a final decision was given.

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Around Prague, based on reporting by Al Jazeera