Unveiling TikTok's Alleged Dismissal of EU Online Advertising Transparency
Crucial Concerns:
- Shadowy Financing: TikTok's failure to disclose significant information about the sources of ad funding is concerning. This critical detail is necessary for detecting potential disinformation campaigns, as well as maintaining advertising integrity[1][2][3].
- Inadequate Ad Archive Search: The Commission has highlighted that TikTok's ad repository lacks an effective search function. This limits the public's ability to scrutinize and analyze advertisements based on factors such as content, audience, or sponsorship, potentially impeding research into algorithmic bias[1][3].
TikTok allegedly breaches EU online advertising regulations, according to the European Commission. - EU Commission alleges TikTok of violating rules in online advertising practices
Opaque Advertising Targeting: The European Commission has flagged TikTok for its refusal to reveal the users targeted by its personalized advertisements, as well as the identities of the sponsors behind these ads. This lack of transparency could jeopardize democratic elections, consumer protection, and the public's trust[1][2][3].
TikTok's Response and EU Steps Forward:
- TikTok's Response: Responding to the Commission's assessment, TikTok underscores its dedication to adhering to the Digital Services Act (DSA) requirements. However, the company argues that the Commission's interpretations are not entirely accurate, and specific guidance is yet to be formally provided[1].
- Commission's Actions: The investigation into TikTok commenced in February 2024 and continues actively. The Commission stresses the urgency of swift enforcement to hold large online platforms like TikTok accountable[1][2]. TikTok is granted access to the investigation materials and has the opportunity to submit a written rebuttal[3].
Regulatory Perspective:
The DSA governs the alleged breaches, mandating online platforms to uphold transparent advertising practices to combat illegal content, ensure advertising transparency, and combat disinformation[2][3]. The EU authorities also scrutinize other potential violations by TikTok, such as addictive platform design and protection of minors[1].
- The European Commission's concerns regarding TikTok's employment policy includes their refusal to disclose details about the sponsors behind personalized advertisements, the targeted users, and the effectiveness of their ad archive search, aiming to promote transparency and combat disinformation.
- In the face of criticism, TikTok maintains its commitment to adhering to the Digital Services Act (DSA) requirements, yet argues that the European Commission's interpretations need greater clarification, while the Commission continues its investigation into TikTok's alleged breaches, focusing on technology and advertising practices to maintain the integrity of online platforms.
