TikTok Declares Latest Changes to EU Users, Which Will Could Impact Usage

TikTok’s implementing some latest changes for EU users, in alignment with the EU Digital Services Act, which imposes latest operating conditions for digital platforms in an effort to higher protect user privacy.

And the changes could significantly alter the EU user experience.

First off EU users will soon find a way to modify off personalization within the app, meaning that their For You and LIVE recommendations will now not be based on their activity.

As explained by TikTok:

“Because of this For You and LIVE feeds will as a substitute show popular videos from each the places where the user lives and around the globe, slightly than recommending content to them based on their personal interests. Similarly, when using non-personalized search, [EU users] will see results made up of popular content from their region and of their preferred language. Their Following and Friends feeds will proceed to point out creators they follow, but in chronological order slightly than based on the viewer’s profile.”

TikTok’s almighty feed algorithm is what’s fueled its massive success, and it’ll be interesting to see if the lack of those recommendations results in a drop-off in EU usage.

It is going to be optional, and EU users won’t have to modify off personalization necessarily. However it could spark an enormous change in TikTok usage, which could increase the importance of users following creators they like within the app, versus TikTok with the ability to show them probably the most relevant clips, based on their usage.  

TikTok’s also switching off personalized promoting for EU users aged 13-17, while it’s also adding a brand new option for EU users to report content that they consider is illegitimate within the app.

“[Users] will find a way to select from a listing of categories, resembling hate speech, harassment, and financial crimes. Content that‘s reported for being illegal will first be reviewed against our Community Guidelines, and removed globally if it violates TikTok’s policies. If it doesn’t, then our latest dedicated team of moderators and legal specialists will assess whether it violates the law and we are going to restrict access to the content in that country only.”

TikTok says that it should also inform users when their content has been reported, and provides them the chance to appeal any decision.

Finally, TikTok will even facilitate more transparency over its moderation actions.

“For instance, if we determine a video is ineligible for suggestion since it comprises unverified claims about an election that continues to be unfolding, we are going to let users know. We will even share more detail about these decisions, including whether the motion was taken by automated technology, and we are going to explain how each content creators and those that file a report can appeal a choice.”

The EU DSA is designed to “create a safer digital space”, through which user rights are higher protected, and businesses are in a position to operate “on a level playing field”. It’s the newest in Europe’s fast-evolving digital protection rules, which take note of the importance of your online presence, and the way your personal data is used, in various ways.

In some ways, Europe is leading the legal reformation around digital activity, but such rules also require significant re-thinking from digital providers, in an effort to adhere with the evolving requirements.

Indeed, the evolving DSA and Digital Markets Act regulations are why Meta’s latest Threads app is not available to EU users as yet, because Meta isn’t confident that the brand new platform meets the entire updated parameters set out in the foundations. Every other platform has also needed to review and update its approach, along similar lines to those changes at TikTok, and it’ll be interesting to see how such shifts impact overall EU usage.

That’s especially relevant when you furthermore may consider that several apps are already seeing a slowdown amongst European audiences. Facebook and Pinterest monthly lively users in EU declined in probably the most recent quarter, while Snapchat only saw very slight growth (+1m DAU).

Given this, these updated requirements could further exacerbate existing trends, as more users find yourself seeing less relevant recommendations in-stream.