TikTok Lite suspends rewards feature in Europe due to regulatory issues

European TikTok Lite users will lose the ability to win micro prizes every day. The short video platform launched a simplified version of its app for the European market and landed in some countries two weeks ago. One of its functions is to issue daily rewards to users. Users can earn virtual “gold coins” by participating in various activities such as logging in, watching ads, and liking videos. These coins can then be redeemed for rewards such as Amazon or PayPal gift certificates gift cardsalthough it requires a significant time investment for significant gains. However, this feature quickly caught the attention of European regulators. Citing the Digital Services Act, they pointed out that the reward mechanism can have an addictive effect on users, especially young people.

Regulatory concerns and reward suspension feature

The European Commission, citing the Digital Services Act, expressed concern about the potentially addictive effects of the rewards feature, particularly on children. Although TikTok emphasized that the feature is only available to users over 18, doubts have been raised about the platform’s age verification mechanisms and their effectiveness in preventing minors from signing up and using the app.

Compliance measures and regulatory cooperation

In response to regulatory scrutiny and concerns raised by the European Commission, TikTok announced the suspension of its rewards feature in Europe to cooperate with ongoing investigations. This decision underscores the platform’s commitment to address regulatory issues and ensure compliance with relevant laws and guidelines aimed at protecting users, especially minors, from potential harm or addictive behavior.

Implications and future perspectives

The suspension of the TikTok Lite rewards feature in Europe reflects the growing focus on the responsibilities of digital platforms to protect users, especially vulnerable groups such as children, from potential risks associated with online activities. As regulatory scrutiny increases, technology companies are increasingly under pressure to improve their safeguards, age verification processes and overall compliance with data protection and online safety regulations.

Conclusion

In conclusion, TikTok Lite’s decision to suspend its rewards feature in Europe due to regulatory concerns highlights the evolving landscape of digital platform governance and the importance of prioritizing user safety and well-being. As platforms like TikTok grapple with regulatory challenges, ensuring transparency, robust age verification mechanisms and proactive measures to mitigate potential risks will be critical to fostering a safer and more responsible online environment for users of all ages.