EU regulators have criticised TikTok for potentially breaking digital content rules, citing concerns over the platform's lack of transparency regarding advertisements displayed to users.

The EU Commission has stated that TikTok's ad library may not meet the requirements of the Digital Services Act (DSA), according to early findings from their investigation.

The Commission stated that advertising databases are essential for researchers to identify fraudulent ads, hybrid threat campaigns, coordinated disinformation efforts, and misleading ads, especially those related to elections.

The Digital Services Act (DSA) is a comprehensive set of rules designed to make social media platforms safer and shield users from dangers such as fake news that could influence elections. Platforms must clearly show who is behind online adverts, telling users why they are seeing a particular ad and who has paid for it.

The Commission stated that TikTok fails to offer sufficient details regarding ad content, intended audiences, and sponsors. They added that the database's search function is inadequate for finding ads using this information, "which reduces how useful the tool is."

TikTok stated that they are looking into the Commission's report and are still dedicated to following their responsibilities under the DSA.

"The company stated that, although they support the aims of the regulation and are working to make their advertising tools more transparent, they disagree with some of the Commission's explanations. They also pointed out that the guidance is being given through initial findings, rather than official, open guidelines."

Henna Virkkunen, the commission's head for tech issues, security, and democracy, stated that the flaws in the ad database stop a complete check of the risks from its ad targeting.

Virkkunen stated that being open 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 need to know who is responsible for the adverts they see, whether it's to keep elections fair, protect health, or stop scams.

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 disrupted last year by claims of electoral issues and Russian interference.