European Union regulators have accused TikTok on Thursday of breaking digital content rules. They claim the platform isn't clear enough about the advertisements shown to users of the video-sharing app.

The European Commission, representing 27 countries, stated in its initial investigation findings that TikTok's ad library doesn't meet the standards required by the Digital Services Act (DSA).

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

O DSA é um conjunto completo de regras criado para tornar as redes sociais mais seguras e proteger os utilizadores de perigos, como a desinformação relacionada com as eleições. As plataformas devem ser transparentes sobre os anúncios online, informando os utilizadores sobre a razão pela qual um anúncio específico lhes é mostrado e quem o financiou.

The Commission stated TikTok doesn't give enough details about ad content, who they target, and who pays for them. They added that the database doesn't allow a full search of ads using this information, which "limits how useful the tool is."

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

"The company stated in a release that, while they support the aims of the regulation and are working to improve their ad transparency tools, they disagree with some of the Commission's interpretations, adding that the guidance is being provided through initial findings, rather than clear and public guidelines."

Henna Virkkunen, a leading member of the technology and security committee, stated that flaws in the advertising database make it impossible to fully assess the dangers of ad targeting systems.

Virkkunen afirmou que a clareza na publicidade online – sobre quem financia e como os grupos de pessoas são escolhidos – é fundamental para proteger o bem comum. Ela acrescentou que, seja para garantir eleições justas, cuidar da saúde da população ou defender os consumidores de anúncios enganosos, as pessoas precisam saber quem está enviando as mensagens que elas veem.

O TikTok pode responder antes da decisão final da Comissão, que poderá aplicar uma multa de até 6% da receita anual global da empresa.

TikTok is also being investigated separately by the EU to determine whether the company failed to manage risks related to the presidential election in Romania, which faced controversy last year due to allegations of electoral fraud and Russian interference.