Following pressure from the EU Commission, TikTok has permanently discontinued the TikTok Lite reward system in Europe. This measure is intended to minimize the risk of addiction for young people. Thierry Breton, EU Commissioner for the Internal Market, announced the permanent closure of the program. The system allowed users to collect points by watching videos and inviting friends, which could be exchanged for vouchers.
TikTok Lite's controversial points system
TikTok Lite was launched in Europe in April 2024, specifically in France and Spain. This version of the app included a points system where users could collect digital coins through various activities. These points could be exchanged for vouchers, for example for Amazon. The system aimed to increase user retention, but raised concerns about its addictive potential , particularly among young people.
The reaction of the EU Commission
The EU Commission raised concerns about users' mental health back in April and called on TikTok to take measures to protect minors. Although the rewards program was officially intended for users aged 18 and over, there were no effective age verification measures in place. TikTok initially temporarily suspended the program, but committed to halting it permanently and not offering similar programs in the EU.
Ongoing proceedings against TikTok
In addition to the measures against TikTok Lite, another EU case is ongoing against TikTok due to the possible risk of addiction for minors due to the design of the standard platform. The EU is calling on online services such as TikTok, Instagram and Facebook to take stricter measures to protect minors and quickly remove problematic content such as depictions of violence or false information as part of the Digital Services Act (DSA).
Stricter requirements for “gatekeepers”
As of 2023, TikTok will be classified as a “ gatekeeper ” under the Digital Markets Act ( DMA ), meaning a dominant position. This means TikTok is obliged to inform the EU Commission about measures that could increase market concentration and make it easier for users to switch platforms. The DMA also calls for interoperability between different messenger services, a requirement that Whatsapp already meets while other messenger services refuse to do so.
User reactions to the abolition of the reward system
User reactions to the abolition of the reward system were mixed. While some users welcomed the decision and emphasized the need for child protection, others expressed dissatisfaction and frustration. Young adults in particular who had used the system to receive vouchers felt disadvantaged. There were numerous discussions and expressions of opinion on social media that expressed both understanding and criticism of the measure.
Comparison to other platforms
Compared to TikTok, other social networks also offer reward systems to increase user loyalty. Instagram and Facebook have similar mechanisms where users are rewarded for interactions and activities. However, these platforms are also under EU observation and it is possible that stricter regulations will be introduced here in the future to protect the mental health of users.
Expert opinions on the risk of addiction
Psychologists and experts have long been warning about the addictive dangers posed by reward systems in social media. “These mechanisms exploit basic human needs for recognition and reward and can lead to excessive use, especially among young people,” explains Dr. Anne Müller, digital addiction expert. Such systems can have long-term negative effects on mental health and should therefore be monitored carefully.
Future plans of TikTok
TikTok has announced that it will pay even more attention to user protection in the future and develop programs that promote mental health. New functions are to be introduced to promote user well-being and minimize the risk of addiction. In addition, the company intends to work closely with regulators to ensure that all legal requirements are met.
Detailed explanation of the Digital Markets Act (DMA)
The Digital Markets Act (DMA) is an EU law intended to ensure fair conditions of competition in the digital market. Companies that are classified as “gatekeepers” must meet certain requirements in order not to abuse their dominant market position. This includes the commitment to interoperability and the obligation to inform the EU Commission of any steps that could influence market concentration. The DMA is intended to promote competition and give users more control over their data and the platforms they use.
questions and answers
What was the goal of TikTok Lite's reward system?
TikTok Lite's reward system was intended to increase user loyalty by offering incentives for watching videos and inviting friends. Users could collect points and exchange them for vouchers, which particularly appealed to young people. The aim was to increase the time spent on the platform and increase user activity.
Why did the EU Commission take action against the reward system?
The EU Commission intervened due to the risk of addiction that the reward system posed to young people. There were fears that the points system could endanger users' mental health, particularly because there were no effective age verification measures in place. The commission called on TikTok to take measures to protect minors and to suspend the reward system to prevent possible harm.
What measures has TikTok taken to comply with the EU Commission's demands?
TikTok has permanently discontinued the TikTok Lite rewards system and committed not to run similar programs in the EU. This decision is intended to minimize the risk of addiction for young people and to meet the demands of the EU Commission. TikTok has also announced that it will pay more attention to user protection and develop new features that support user well-being.
How does the EU Commission react to the dangers of addiction caused by social media?
The EU Commission is committed to protecting minors from the risks of addiction through social media. The Digital Services Act ( DSA ) requires platforms to take stricter parental protection measures and remove problematic content more quickly. Ongoing proceedings against TikTok and other platforms are intended to ensure that these requirements are met. The Commission works closely with platforms to monitor compliance.
What does being classified as a “gatekeeper” mean for TikTok?
As a “gatekeeper” under the Digital Markets Act (DMA), TikTok must inform the EU Commission of measures that could increase market concentration and make it easier for users to switch platforms. The classification is intended to ensure that dominant platforms act fairly and transparently and do not hinder competition. Gatekeepers are also required to ensure interoperability between different messaging services.
Conclusion
Permanently discontinuing TikTok Lite's reward system is an important step towards protecting the mental health of young people in Europe. This measure underlines the responsibility of social media platforms to protect their users and respond to regulatory requirements. In the long term, this decision could promote the development of safe and responsible online services.
Source: the standard
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