Social media platform TikTok has agreed to remove the app’s Lite Rewards system from user accounts in the European Union after authorities deemed the programme to be “addictive” in nature and non-compliant with the bloc’s Digital Services Act.  

TikTok Lite Rewards, a separate version of the low data TikTok Lite app, effectively pays users for their screen time by offering points that can be converted into TikTok coins and Amazon vouchers in exchange for certain activities, such as liking posts, following content creators and inviting friends to the app.  

The EU has taken issue with the Tasks and Rewards-style system, citing its “addictive” nature, and authorities within the European Commission have told TikTok that it must “permanently withdraw” the feature from user accounts based in the bloc, as well as vow not to launch any similar programme that could contradict the initial withdrawal.  

“Negative effects on the physical and mental health of users”

Following the passing of the EU’s Digital Services Act in 2023, social media companies are required to be transparent about how their apps’ content and products are programmatically recommended and developers must inform the authorities on how their features could be deemed habit-forming. 

“The Commission was concerned that the TikTok Lite Rewards programme had been launched without a prior diligent assessment of the risks it entails, particularly in relation to the addictive effect of the Rewards programme, and without taking effective risk mitigating measures,” said the EU in a press statement. “The Rewards programme, which may stimulate addictive behaviour, could potentially have negative effects on the physical and mental health of users. This is of particular concern for minors, who may have a heightened sensitivity to such features.” 

The programme was made for adult users aged 18 and over, but EU regulators argue that TikTok’s process for verifying age is not fool-proof.

Byte Dance, the Chinese parent company behind TikTok, has accepted the EU’s demands and has agreed to completely remove the feature from 5th August in the wake of a temporary suspension instigated earlier this year. 

“TikTok failed to provide a risk assessment report in relation to the launch of TikTok Lite, (so) the Commission adopted a decision on 22nd April to initiate formal proceedings against TikTok and warned TikTok of its intention to suspend the TikTok Lite Rewards programme in the EU,” says a spokesperson for the Commission.  

TikTok isn’t the only social media platform in the crosshairs. The EU is also currently investigating a number of other major social media outlets, including X, Facebook and Instagram.  

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