The European Consumer Organisation (BEUC) in its 2021
complaint said TikTok, which has seen rapid growth worldwide, particularly
among teenagers, failed to protect children from hidden advertising and
inappropriate content.
The company subsequently held discussions with the European
Commission and the national network of consumer protection authorities in an
attempt to resolve the concerns and now has agreed to a number of changes, the
EU executive said.
These include the introduction of an additional option
allowing users to easily report ads that could potentially encourage children
to buy goods or services or persuade their parents or others to buy them for
them.
Branded content will not be allowed to promote inappropriate
products and services. Among other commitments, the company will clarify how to
get rewards from its platform, and paid advertisements in videos will be more
clearly labelled.
"All social media platforms are required to play by the
rules and make sure that consumers can easily identify commercial content,
including when promoted by influencers," commission justice chief Didier
Reynders said in a statement.
TikTok said it would continue to improve its features.
BEUC, however, said TikTok's offer fell short in some areas.
"The impact of such commitments on consumers remains
highly uncertain. Despite over a year of dialogue with TikTok, the
investigation is now closed, leaving significant concerns that we raised
unaddressed," BEUC Deputy Director General Ursula Pachl said in a statement.
© Reuters