EU regulators have accused TikTok of breaking digital content rules, citing a lack of clarity regarding the advertisements users see on the video platform.

The EU Commission has stated 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 essential for researchers to identify misleading ads and complex campaigns that mix different threats, organised disinformation efforts, and false advertisements, especially during elections.

The Digital Services Act (DSA) is a comprehensive set of regulations designed to make social media platforms safer and shield users from threats such as false information that could influence elections. Platforms must be open about their digital advertising, making sure users understand 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 capabilities for ads based on this data, which "reduces the tool's effectiveness."

TikTok stated that they are looking into the Commission's conclusions and are still dedicated to following 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 views. They also pointed out that the Commission is giving advice through early conclusions instead of clear, official rules."

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

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 have a right 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 its yearly worldwide income.

TikTok is facing another EU investigation to see if it did enough to handle risks during Romania's presidential election, which was disrupted last year by claims of voting issues and Russian interference.