EU brings preliminary charges against TikTok over 'rabbit hole' risks to mental health

The European Union (EU) has raised concerns over TikTok's video recommendation system. The bloc alleges that TikTok's algorithm repeatedly shows users videos of the same kind, leaving them trapped in a cycle of one type of content from which it is difficult to escape. This tendency, known as the 'rabbit hole' effect, can be harmful to users' mental health. The European Commission has demanded changes to TikTok's algorithm and content recommendation system to address the problem.

Last Friday, the European Commission published preliminary findings of a violation of the Digital Services Act (DSA) against TikTok. The Commission alleges that TikTok has not taken appropriate and effective steps to reduce risks that could negatively affect users' mental health. If it fails to take the necessary action on the charges, TikTok's parent company, the Chinese technology firm ByteDance, could face a fine of up to 6 percent of its global annual revenue.

According to the European Commission's observations, TikTok's 'For You' feed shows videos based on users' interests and activities. When a user watches a certain type of video, scrolls through it or likes it, the algorithm treats that as the user's interest and then keeps presenting more videos of the same kind. As a result, the user keeps watching the same type of content, and at one point it becomes difficult to come out of that experience.

The Commission fears that this tendency can be particularly harmful for videos about depression, loneliness or body shape and beauty. Repeatedly watching such content risks a negative impact on users' mental health, and the organisation believes the risk is even greater for children and adolescents.

TikTok has rejected the European Commission's charges. In a statement, the company said the Commission's claims present fundamentally incorrect information about the structure of its platform and its efforts to ensure user safety. TikTok claims it is working to give users direct control over their content-viewing experience as well as to ensure their safety.

Henna Virkkunen, the European Commission's tech chief, said that when a TikTok user scrolls through a video or likes it, the algorithm keeps showing them more videos of the same kind. In this way users get trapped in a cycle of content that is not easy to escape. TikTok must take more effective steps to protect users' wellbeing, and the organisation must give extra importance to protecting minors in particular.

To reduce the rabbit hole effect, the European Commission has advised changing the design of the algorithm behind TikTok's 'For You' feed. Users' own preferences and direct instructions about which videos they want to watch should be given more weight. Content control features should also be made easier to find and use, and the Commission said the effectiveness of the algorithm and its impact on users should be tested regularly.

The European Commission brought the latest charges as part of a broader ongoing investigation against TikTok under the Digital Services Act. The law places a duty on large online platforms to control harmful and illegal content spreading through them, as well as to reduce the negative impact of their services on users.

Earlier, in February, the European Commission published the results of a preliminary investigation alleging addictive design in TikTok, inadequate measures to protect children and limited opportunities for researchers to use the platform's open data. At the time, TikTok rejected the allegations as 'completely false' and said it would take steps against them.

Meanwhile, the European Commission is separately investigating whether Meta-owned Facebook and Instagram recommendation systems are also creating a similar 'rabbit hole' effect.