Observed Signal · Feb 9, 2026 · Regulation · Source: OnlineMarketing.de · Impact: 3/5 · Sentiment: Negative
EU deems TikTok design unlawful under DSA
The European Commission issued a preliminary finding that TikTok's app design—endless scrolling, autoplay, and reward-driven engagement loops—may breach the Digital Services Act (DSA). The assessment is not final; TikTok can respond and appeal as regulators consult with the European Board for Digital Services. If confirmed, the ruling could force changes to reduce addiction-like features and bolster safeguards for minors, potentially leading to penalties of up to 6% of global annual turnover. The Commission notes that risk signals such as late-night usage by minors and frequent app openings were not adequately addressed in the risk assessment. Industry-wide implications are in play, as the case could establish a precedent for platform design across the EU. The World Advertising Research Centre estimates TikTok's revenue around $35 billion this year, underscoring the potential impact of enforcement. TikTok denies the findings and says it will contest the assessment.
EU preliminary ruling on TikTok DSA compliance; potential billions in fines; precedent for adtech regulation.
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Key Takeaways & Evidence Grounding
- European Commission issued a provisional finding that TikTok's app design violates the DSA.
- Penalties for noncompliance can reach up to 6% of global annual turnover.
- World Advertising Research Centre estimated TikTok's revenue around $35 billion this year.
- TikTok stated the assessment is categorically false and will appeal; a response is allowed and EU Digital Services Board involvement.
Connected Companies & Entities
3 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
EU Targets TikTok's Addictive Features in Legal Ruling
The European Commission has issued a preliminary ruling concluding that TikTok’s short-form video app breaches provisions of the EU Digital Services Act related to addictive design. Following an in-depth investigation that began in 2024, the Commission flagged features including infinite scroll, autoplay, push notifications and a “highly personalised recommender system” as potentially harmful, particularly to minors and vulnerable adults. The Commission says TikTok failed to adequately assess or mitigate risks—citing signals such as frequent app opens and nighttime usage patterns—and recommended changes like disabling infinite scroll over time, adding screen-time breaks, and adapting recommendation algorithms. TikTok disputes the findings; if the ruling is confirmed, the Commission could enforce measures including fines up to 6% of global annual turnover.
EU Targets TikTok, Instagram 'Addictive' Designs
The European Commission, led by President Ursula von der Leyen, announced plans to crack down on social media “addictive design” features—such as endless scrolling, autoplay and push notifications—that it says disproportionately target children. Von der Leyen said the EU expects to introduce regulation later this year and could have a legal proposal as soon as the summer, pending advice from a Special Panel of experts on Child Safety Online. The Commission has also developed an age‑verification app intended for integration with national digital wallets. Platforms named in the announcement include TikTok (ByteDance) and Meta’s Instagram and Facebook. The move follows recent legal rulings and EU investigations into platforms’ child‑safety practices and is part of broader global legislative activity to protect minors online.
SPUR launches AI content tracking standard, invites OpenAI, Google to board
A coalition of media organizations including the Guardian, Financial Times, BBC, Sky, and the AP has released a new standard for tracking how AI tools use publishers' content. The Standards for Publisher Usage Rights (SPUR) initiative published its content telemetry standard on October 2, 2026. The standard creates a process to track and report when content is retrieved, grounded, cited, presented, and engaged with by AI tools, and report usage back to publishers. SPUR has invited OpenAI, Anthropic, Google, Meta, and Microsoft to join its new AI Licensing Advisory Board to help shape implementation. The board aims to ensure tracking rules work for both publishers and AI companies. SPUR is also developing agent tooling for AI companies to adopt the standard, supporting transparent reporting and licensing. Pilot programs with tech and AI companies are planned.
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