EU regulators have criticised TikTok for possibly breaking digital content rules, citing a lack of openness regarding the advertisements displayed to its users.

The EU Commission has suggested that TikTok's ad library doesn't meet the requirements of the Digital Services Act (DSA), based on early findings from their investigation.

The Commission stated that advertising databases are very important for researchers. They help in finding scam ads, as well as complex campaigns that spread false information and fake ads, especially during elections.

The Digital Services Act is a detailed set of rules designed to make social media safer and shield users from dangers such as misleading election information. Platforms must be open about their online advertising, telling users why they see certain ads and who has paid for them.

The Commission stated that TikTok is not giving enough details about what the ads show, the users they are aimed at, and who is paying for them. They added that the database doesn't let people easily search for ads using this information, "which makes the tool less helpful."

TikTok stated they are examining the Commission's report 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 making their advertising tools more open, they don't agree with all of the Commission's views. They also pointed out that the guidance is being given through early conclusions instead of official, easy-to-find instructions."

Henna Virkkunen, the commission's vice-president for technology, security, and democracy, stated that the ad database's problems stop a complete review of the risks from its ad targeting methods.

Virkkunen stated that being open about online adverts – who is paying for them and how people are chosen to see them – is vital to protect the public good. She added that citizens should know who is responsible for the messages they are shown, whether it is to ensure fair elections, protect health, or shield people from 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 the company's yearly global income.

TikTok is also facing an EU investigation to see if it did enough to address risks to Romania's presidential election, which was seriously affected last year by claims of voting problems and Russian interference.