TikTok wants to provide more protection against hidden advertising | TechBuzz

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The popular short video app TikTok promises better protection against hidden advertising following complaints from consumer advocates in the EU. As the EU Commission announced on Tuesday, after more than a year of talks, the Chinese video portal has agreed to adapt its approach to the relevant EU rules. In the future, consumers will be able to recognize all types of advertising on TikTok, said the responsible EU Commissioner Didier Reynders.

In February 2021, the European consumer association Beuc submitted a complaint about the video portal to the EU Commission and the network of national consumer protection authorities. Specifically, consumer advocates complained that children and young people were not adequately protected from hidden advertising and potentially harmful content. The procedure for processing personal data was also misleading, it was said at the time.According to the EU Commission, one of the TikTok commitments after the talks is that users can report advertising and offers that could urge or tempt children to buy goods or services. In addition, paid advertising in videos will in future be marked by a new label.

Beuc’s consumer advocates were not completely convinced of the TikTok commitments. Some criticisms of the original complaint remained unresolved, Beuc said. This applies, for example, to the TikTok copyright clause. This grants the platform a very far-reaching license to use user content. In addition, there is no mechanism to protect young consumers from abuse by influencers if they buy “virtual coins” from TikTok. TikTok also made no commitment to stop personalized advertising aimed at children.

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