European TikTok Lite users will no longer be able to earn daily micro-rewards. A simplified version of the popular short video platform, which recently launched in some European countries, included a feature that rewarded users daily. By participating in activities such as logging in, viewing ads, and liking videos, users could earn virtual “gold coins” that could be exchanged for rewards such as Amazon gift certificates or gift cards PayPal, although it required a significant investment of time to accumulate significant earnings.
However, the feature has raised concerns among European regulators, who cited the Digital Services Act. They highlighted the potential addiction to the rewards mechanism, especially for younger users.
Regulatory concerns and the suspension of the rewards function
The European Commission has raised concerns under the Digital Services Act about potential addiction to the rewards feature, particularly for children. Despite TikTok's assurances that the feature is limited to users over the age of 18, doubts have been raised about the platform's age verification methods and their effectiveness in preventing minors from accessing and using the app.
Compliance measures and cooperation with regulatory authorities
In response to regulatory concerns and an investigation by the European Commission, TikTok announced the suspension of its rewards feature in Europe to cooperate with ongoing investigations. This decision demonstrates the platform's commitment to resolving regulatory issues and ensuring compliance with laws and guidelines aimed at protecting users, especially minors, from potential harm or addictive behavior.
Consequences and perspectives
The suspension of the rewards feature on TikTok Lite in Europe reflects the growing focus on the responsibility of digital platforms to protect users, especially vulnerable groups such as children, from the risks associated with online activities. As regulatory scrutiny increases, technology companies face pressure to strengthen security measures, age verification processes, and overall compliance with data protection and online security rules.
Finally, TikTok Lite's decision to suspend its rewards feature in Europe due to regulatory concerns highlights the evolution of digital platform governance and the importance of prioritizing user safety and well-being. As platforms overcome regulatory challenges, transparency, robust age verification mechanisms and proactive risk mitigation measures will be essential to creating a safer and more responsible online environment for users of all ages.
