European Union authorities have criticised TikTok for not being clear enough about the adverts displayed to its users, suggesting the video platform may be breaking digital content regulations.

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

The Commission stated that advertising databases are very important for researchers. They help find misleading ads and also campaigns that combine different threats, organised misinformation, and fake ads, especially during elections.

The Digital Services Act (DSA) is a comprehensive set of rules designed to make social media platforms safer and protect users from dangers like false information that could influence elections. Platforms must clearly show who is behind online adverts, explaining to users why they are seeing a particular ad and who has paid for it.

The Commission stated that TikTok fails to adequately share details about ad content, target audiences, and sponsors. They added that the database's search function is limited, making it difficult to fully investigate ads using this information and reducing the tool's effectiveness.

TikTok stated they are looking into the Commission's report and are still dedicated to following their responsibilities under the DSA.

"The company stated that while they support the aims of the regulation and are working to make their advertising tools more open, they disagree with some of the Commission's understanding of the rules. They also pointed out that the guidance is being given through initial conclusions, rather than through official and accessible guidelines."

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

Virkkunen stated that it's vital to be clear about online advertising – who is paying for it and how people are being targeted – to protect the public. She added that people should 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 fine of up to 6% of the company's yearly global income.

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