TikTok faces EU charges over 'rabbit hole' algorithm, risks 6% global revenue fine

The European Union has accused the Chinese-owned social media platform TikTok of violating online content rules by creating an "rabbit hole" effect. This phenomenon causes users to become trapped in a never-ending stream of similar videos. If TikTok fails to address this issue, it could face a fine of up to 6% of its global annual revenue next year.

The European Commission, which oversees digital regulation in the EU, issued the charges after the company failed to implement sufficient measures to mitigate the risks associated with its platform design. EU tech chief Henna Virkkunen warned that endless exposure to content related to sadness, isolation, and body image could negatively impact users' mental health.

The Commission has demanded that TikTok redesign its "For You" feed algorithm, prioritize user preferences, make controls more accessible, and regularly test its recommendation system. This charge comes as part of a broader investigation under the EU's Digital Services Act, which requires platforms to tackle illegal and harmful content.