EU Moves Against TikTok Over Claims of “Addictive” App Design

European regulators have opened a new front in their campaign to rein in Big Tech, placing TikTok under pressure over what they describe as design choices that encourage excessive and potentially harmful use of the platform.

The European Commission announced that it considers several of TikTok’s core features — including infinite scrolling feeds and automatic video playback — to be deliberately engineered to keep users engaged for extended periods. According to the Commission, these mechanics may reduce users’ ability to disengage, effectively nudging them into passive consumption rather than active choice.

Regulators argue that TikTok failed to properly evaluate how such design elements could affect users’ mental and physical wellbeing. Particular concern has been raised about minors and other vulnerable groups, who may be more susceptible to compulsive usage patterns. These claims are presented as regulatory assessments rather than established medical conclusions.

The case falls under the EU’s Digital Services Act (DSA), a sweeping law designed to increase transparency and accountability for large online platforms. If violations are confirmed, TikTok could face financial penalties of up to 6% of its global annual turnover. Based on industry revenue projections, that could translate into fines running into the billions of euros.

TikTok has strongly disputed the Commission’s findings, stating that the characterisation of its platform is inaccurate and unfounded. The company maintains that it already provides tools intended to support user wellbeing and manage screen time, and it rejects the suggestion that its core design is inherently harmful.

This investigation is not the only regulatory challenge TikTok faces in Europe. The platform is also being examined in a separate probe linked to alleged foreign interference in Romania’s recent presidential election. That inquiry followed a decision by Romania’s Constitutional Court to annul the first round of voting after intelligence agencies claimed that online activity — allegedly amplified through TikTok — influenced the outcome. TikTok has denied any involvement in political manipulation.

The Commission’s actions have drawn sharp criticism beyond Europe. A recent report by a US House Judiciary Committee described the EU’s approach to regulating online platforms as overly aggressive, framing it as part of a long-term effort to pressure companies into restricting content under broad concepts such as hate speech and disinformation. These criticisms are political opinions rather than legal findings.

Tensions between Brussels and Washington over digital regulation have been building for years. US officials have warned that further EU penalties against American tech firms could trigger retaliatory trade measures. The dispute comes amid a broader EU crackdown on major platforms, including previous fines against X, formerly known as Twitter, over advertising and verification practices.

At the national level, concern about the impact of social media on young users is translating into concrete policy changes. Several countries, including France, Germany, the UK and Australia, are advancing or implementing restrictions on social media access for younger teenagers. These initiatives reflect growing unease among policymakers about the influence of algorithm-driven platforms on attention, behaviour and mental health.

For TikTok, the EU case underscores a larger shift in how regulators view platform design itself — not just content moderation, but the psychological effects of how apps are built. Whether the Commission’s claims result in fines or forced changes remains to be seen, but the message from Brussels is clear: features once marketed as “engaging” are now being scrutinised as potential public health risks.