EU regulators have criticised TikTok for not being open enough about the adverts displayed to users, suggesting the video app may be breaking digital content regulations.

The EU Commission has stated early findings that TikTok's ad library doesn't meet the necessary requirements of the Digital Services Act (DSA).

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

The Digital Services Act (DSA) is a comprehensive set of rules designed to make social media safer and shield users from dangers like fake news that could affect elections. Platforms must be open about their online adverts, explaining to users why they are seeing a certain ad and who has paid for it.

The Commission stated that TikTok lacks crucial details regarding ad content, the intended audience, and ad sponsors. They added that the database's search function is limited, making it difficult to thoroughly investigate ads based on this information, which reduces the tool's overall effectiveness.

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

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

Henna Virkkunen, the commission's vice-president for technology, security, and democracy, stated that the weaknesses in the advertising database stop a complete investigation into the dangers of its ad targeting methods.

Virkkunen stated that being clear about online advertising, including who is paying for it and how people are being targeted, is very important to protect the public. She added that people have the right to know who is responsible for the adverts they see, whether it is to ensure fair elections, protect health, or keep people safe from misleading adverts.

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

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