TikTok needs to make it clearer to users when they see ads


TikTok must tell European regulators what content is advertising. The video platform has been criticized for not making that distinction clear, the European Commission reported on Tuesday.

From now on, commercial content will be clearly marked with a label. Additionally, it should now be easier for TikTok users to opt out of personalized ads. The option to decline these ads should be presented in the same manner as the option to accept them.

Users will also soon be able to report which advertisements may entice children to purchase goods or services. Advertisements for alcohol and cigarettes are no longer permitted. TikTok will also monitor content from users with more than 10,000 followers.

The regulators’ involvement was prompted by a complaint from consumer organisations, including the Dutch Consumers Association. Last year, they called for action at TikTok. The video platform would mislead users and provide children, a vulnerable target group, with insufficient protection against inappropriate content and advertisements.

Cateautje Hijmans van den Bergh, board member of the Dutch Authority for Consumers and Markets (ACM), says regulators welcome TikTok’s measures. She says ACM, along with colleagues in other EU countries, will closely monitor whether TikTok fulfills all of its commitments.

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