European Union regulators have accused TikTok of breaking digital content rules, alleging insufficient transparency regarding the advertisements shown to users of the video-sharing app.

TikTok's ad library may not meet the standards of the EU's Digital Services Act (DSA), according to early findings from the European Commission's investigation.

The Commission stated that ad databases are essential for researchers to identify fraudulent ads, hybrid threat campaigns, coordinated information operations, and fake advertisements, especially concerning elections.

La Ley de Servicios Digitales (DSA) es un conjunto de normas ambiciosas que busca moderar el contenido en redes sociales y proteger a los usuarios de posibles peligros, como la desinformación electoral. Las plataformas deben ser transparentes con la publicidad online, explicando a los usuarios por qué ven un anuncio concreto y quién lo paga.

The Commission stated that TikTok isn't giving them all the details they need about what's in its ads, who those ads are aimed at, and who's paying for them. They also said the ad database doesn't let you easily search for ads using this information, which "makes the tool less useful."

TikTok stated that they are examining the Commission's findings and remain dedicated to fulfilling their responsibilities under the DSA.

"The company stated that while they support the aims of the regulation and are improving their ad transparency tools, they disagree with some of the Commission's interpretations. They also noted that guidance is being provided through initial findings, rather than clear public guidelines."

Henna Virkkunen, a leading member of the technology and security commission, stated that flaws in the advertising database prevent a thorough review of the risks linked to their ad targeting systems.

Virkkunen afirmó que la claridad sobre quién financia la publicidad en internet y cómo se elige al público es crucial para proteger a la gente. Añadió que, ya sea para asegurar la limpieza de las elecciones, cuidar la salud de la población o defender a los consumidores de publicidad engañosa, los ciudadanos deben saber quién está detrás de los anuncios que ven.

TikTok now has the chance 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 revenue.

TikTok is under investigation by the EU to determine whether it failed to adequately address risks related to the Romanian presidential elections, which were disrupted last year by allegations of electoral violations and Russian interference.