The European Commission has issued preliminary findings that TikTok's core interface features deliberately foster addiction, breaching the Digital Services Act (DSA). Announced on February 6, 2026, the decision targets the platform's infinite scroll, autoplay, push notifications, and highly personalized recommender system as key culprits in shifting users into "autopilot mode," diminishing self-control, and promoting compulsive use.
The Commission concluded that these elements create significant risks to users' physical and mental well-being — especially minors and vulnerable adults — and that TikTok failed to properly assess or mitigate the harms.
Regulators now insist the company must fundamentally "change the basic design of its service" in the EU, potentially disabling or severely restricting features that define TikTok's addictive appeal.
TikTok's Immediate Pushback
TikTok swiftly rejected the findings, labeling them "categorically false and entirely meritless." A company spokesperson vowed to "take whatever steps are necessary to challenge these conclusions," signaling a strong defense and likely appeal. The preliminary decision is not final: TikTok can review the evidence, submit its rebuttal, and propose remedies before any binding order or fine is issued.
If upheld, penalties could reach 6% of ByteDance's global annual turnover — potentially tens of billions of dollars — alongside mandatory redesigns for European users.
Core Dilemma: Can TikTok Survive Without Its Addictive Engine?
The targeted features — infinite scroll, autoplay, push notifications, and the algorithmically curated "For You" feed — are not optional extras; they form the backbone of TikTok's viral growth and user retention. Removing or heavily restricting them would fundamentally alter the product.
If the Commission prevails and TikTok cannot overturn the ruling, likely outcomes include:
- Regional fragmentation — a separate EU version with enforced screen-time limits, disabled infinite scroll, reduced autoplay aggression, toned-down notifications, and a less hyper-personalized recommendation system.
- Decline in engagement and ad revenue in one of the world's most lucrative markets.
- Ripple effects across the industry — setting a precedent that could force Instagram Reels, YouTube Shorts, and similar short-video platforms to face equivalent scrutiny if "addictive design" is formally recognized as a systemic risk under the DSA.
TikTok has previously introduced some safeguards (screen-time reminders, parental controls), but the Commission dismissed them as inadequate, arguing they treat symptoms rather than the intentional design that maximizes time spent.
The Trump Wildcard: Real Influence or Just Noise?
A second question hangs over the case: can Donald Trump — who has repeatedly styled himself as TikTok's protector — sway the outcome?
Trump's stance has evolved from advocating a U.S. ban to supporting a deal that keeps the app operational under American oversight.
Some speculate his administration (which began in January 2025) could apply diplomatic pressure on the EU or threaten retaliatory tariffs if Brussels imposes sweeping changes on ByteDance.
However, practical leverage appears limited:
- The DSA is enforced by the European Commission — an independent supranational body — and governs internal-market rules, making it largely immune to direct U.S. interference.
- Trade retaliation over a single tech enforcement action would be disproportionate and politically risky amid ongoing U.S.–EU cooperation on AI, data, and security.
- TikTok's European operations fall squarely under EU jurisdiction; any U.S. involvement would likely remain rhetorical or indirect.
While Trump may criticize Brussels for "overreach" or "censorship," the European leg of the case is unlikely to receive meaningful protection from Washington.
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Broader Stakes: A Direct Assault on the Attention Economy
This preliminary ruling represents one of the most aggressive regulatory challenges yet to the **attention-maximizing business model** that powers social media. If finalized, it could compel TikTok — and potentially competitors — to prioritize user well-being over endless engagement.
The battle is just beginning. TikTok has promised a vigorous defense, while the Commission has signaled that addictive design is no longer tolerable collateral damage — it is a clear violation of EU law.
The next few months will show whether Brussels can force one of the world's most habit-forming apps to fundamentally evolve — or whether TikTok can preserve its signature formula under the pressure of Europe's strictest digital rulebook.
