A short-form video-sharing app will make it easier for users to spot all sorts of advertising, paying particular attention to children.
In February 2021, the European Consumer Organisation found that the social media platform failed to protect children from hidden advertising and inappropriate content.
Almost a year and a half later, TikTok committed to aligning its practices with the EU advertising and consumer protection rules.
"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.[...]
Commissioner for Justice Didier Reynders said. "Consumers will be able to spot all kinds of advertisement that they are exposed to when using this platform. Despite today's commitment, we will continue to monitor the situation in the future, paying particular attention to the effects on young users."
From now on, users can report offers that could potentially push or trick children into purchasing goods or services.
TikTok also committed to prohibiting the promotion of inappropriate products and services, such as alcohol, ‘get rich quick; schemes, and cigarettes.
When publishing content captioned with specific brand-related keywords such as #ad or #sponsored, users will be prompted to switch on a toggle.
The content of TikTok influencers with more than 10,000 followers will be reviewed by the platform.
Other TikTok commitments include:
- Policies clarifying how to purchase and use coins and pop-up windows with the estimated price in local currencies. Consumers are allowed to withdraw within 14 days from the purchase, and their purchase history is also available;
- Policies clarifying how to get rewards from TikTok and how to send gifts, with simple price calculations
- Paid advertisement in videos will be identified with a new label, which will be tested for effectiveness by a third party;
- The ability for users to report undisclosed branded content and new rules for hashtags and labels.
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