EU regulators have criticised TikTok for not being open enough about the adverts its users see, saying it may be breaking rules on digital content.

The EU Commission has stated that TikTok's advertising archive does not meet the requirements of the Digital Services Act (DSA), based on early findings from their investigation.

The Commission stated that advertising databases are essential for researchers to spot fraudulent ads and hybrid threat campaigns, which involve spreading false information and fake ads, especially during elections.

The Digital Services Act is a detailed set of rules designed to make social media platforms safer and protect users from dangers like fake news that could affect elections. Platforms must be open about their online advertising, explaining to users why they see certain ads and who is paying for them.

The Commission stated that TikTok lacks essential details regarding ad content, the users they target, and their sponsors. They added that the database doesn't enable thorough ad searches using this information, which "reduces the tool's effectiveness."

TikTok stated that they are examining the Commission's conclusions and are still dedicated to fulfilling their responsibilities under the DSA.

"The company stated that while they support what the regulation is trying to achieve and are working on making their advertising tools more open, they don't agree with all of the Commission's explanations. They also pointed out that the advice is being given through early conclusions, instead of official and clear instructions."

Henna Virkkunen, the commission's vice-president for tech issues, security, and democracy, stated that the ad database has problems that stop a complete check of the dangers caused by its ad targeting.

Virkkunen stated that being clear about online adverts – who is paying for them and how people are chosen to see them – is very important to protect the public. She added that people should be able to know who is responsible for the adverts they see, whether it is to keep elections fair, protect health, or stop people from being tricked by misleading adverts.

TikTok has the opportunity to respond before the Commission makes its final decision, which could lead to a penalty of up to 6% of its yearly global income.

TikTok is facing a separate EU investigation to determine if it did enough to address risks related to Romania's presidential election, which was significantly disrupted last year by claims of voting irregularities and Russian interference.