The European Union has accused TikTok of breaking digital rules, saying the company isn't open enough about 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), based on initial findings from their investigation.

The Commission stated that advertising databases are very important for researchers. They help to find misleading ads and coordinated campaigns that spread false information, 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 such as false information that could affect elections. Platforms must be open about their digital advertising, 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, the intended audience, and ad sponsors. They added that the database lacks thorough search options using this data, which "reduces the tool's effectiveness."

TikTok stated that they are checking the Commission's report and will continue to follow 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 some of the Commission's explanations. They also pointed out that the Commission is giving advice through early conclusions instead of clear, official instructions."

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

Virkkunen stated that it's vital to be clear about online advertising, including who is paying for it and how people are being targeted. This is key to protecting 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 shield people from misleading ads.

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

TikTok is also under investigation by the EU to see if it did enough to address risks related to Romania's presidential election, which faced significant problems last year due to claims of voting issues and Russian interference.