Minds are 'not currency for social media,' says EU as TikTok kills Lite Rewards
TikTok is ending its Lite Rewards program in the EU to comply with the Digital Services Act, addressing concerns over potential addiction, especially among minors, and pledging not to introduce similar initiatives.
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TikTok has decided to permanently discontinue its Lite Rewards program in the European Union to comply with the Digital Services Act (DSA), which aims to regulate online content moderation. The Lite Rewards program allowed users to earn points through engagement activities, which could be exchanged for rewards like Amazon vouchers. The European Commission raised concerns about the program's potential addictive effects, particularly on minors, and demanded an immediate risk assessment from TikTok, which the company had not provided prior to the program's launch. EU Commissioner Thierry Breton emphasized that the attention of young users should not be treated as a commodity for social media platforms. In addition to terminating the Lite Rewards program, TikTok has pledged not to introduce any similar initiatives in the future. The European Commission will monitor TikTok's compliance, with potential fines for violations reaching up to 6% of the company's global annual revenue. This case marks the first closure under the DSA, while another investigation into TikTok's transparency and safety measures is still ongoing. The EU has also initiated formal proceedings against other platforms, including X, Meta, and AliExpress.
- TikTok is discontinuing its Lite Rewards program in the EU to comply with the Digital Services Act.
- The program faced scrutiny for potentially addictive effects on users, especially minors.
- The EU emphasizes that young users' attention should not be treated as a currency.
- TikTok has committed to not launching similar programs in the future.
- The European Commission will monitor compliance and can impose significant fines for violations.
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3 commentsThis is just work in IT.
So the social media companies can do this through ads but not their users, interesting line to draw.
It's really hard to not see the DMA as some ambiguous law that EU is gonna throw in the face of everything they don't like, with good merits or not, long term this is gonna help the EU as much as paying the mafia to not break into your shop.
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