EU regulators have criticised TikTok for possibly breaking digital content rules, citing concerns about the platform's clarity regarding the adverts its users see.

The EU Commission has stated that TikTok's ad library doesn't meet the requirements of the Digital Services Act (DSA), according to initial results from their investigation.

The Commission stated that ad databases are essential for researchers to identify misleading ads and hybrid threat campaigns, which involve coordinated disinformation and fake advertisements, especially during elections.

The Digital Services Act is a comprehensive set of regulations designed to make social media safer and protect users from threats like misleading election information. Platforms must be open about their online adverts, telling users why they see a particular ad and who is paying for it.

The Commission stated that TikTok fails to adequately disclose details regarding ad content, the intended audience, and ad sponsors. They added that the database lacks comprehensive search functionality for ads based on this data, which "reduces the tool's effectiveness."

TikTok stated they are checking the Commission's report and will continue to fulfil their responsibilities under the DSA.

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

Henna Virkkunen, the commission's vice-president for technology, security, and democracy, stated that the weaknesses in the advertising database make it impossible to completely check the risks of its ad targeting methods.

Virkkunen stated that it's vital to have clear information about online advertising, including who is paying for it and how audiences are chosen. This is important to protect the public. She added that people need to know who is responsible for the messages they see, whether it's to ensure fair elections, protect health, or prevent 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 the company's yearly global income.

TikTok is facing a separate EU investigation to see if it did enough to handle risks linked to Romania's presidential election, which was seriously disrupted last year by claims of electoral problems and Russian interference.