TikTok is taking action to align with the European Union’s Digital Services Act (DSA). The platform, known for its short-form videos, has been working diligently to meet the criteria set by the DSA. Here’s a quick overview of what marketers need to know:
Reporting Illegal Content: TikTok will introduce a streamlined process for European users to report content they deem illegal. Users can select from categories like hate speech, harassment, and financial crimes. Content flagged for illegality will be scrutinized based on TikTok’s community guidelines and, if necessary, will be examined by a team of legal specialists.
Transparency in Content Moderation: TikTok values transparency, and currently, it informs creators about removed content or account penalties. Under DSA, European users will receive more expansive information on content moderation, including the rationale behind a video being ineligible for recommendation.
Understanding Recommendations: TikTok has always been forthcoming about its recommendation system. In adherence to DSA requirements, European users will soon have an option to disable personalization. This change will modify the “For You” and “LIVE” feeds to show trending videos globally rather than tailoring recommendations based on individual preferences.
Ad Changes for Teens: TikTok is amplifying its protection for young users. European users aged between 13-17 will no longer encounter personalized ads influenced by their TikTok activities.
Focus on European Community’s Safety: TikTok is adamant about the safety, privacy, and security of its European users. The platform is keen on not only adhering to regulatory norms but also pioneering new benchmarks by collaborating with various stakeholders in the digital domain.
TikTok’s latest changes indicate a move towards a more transparent and user-centric approach, especially in the European market. These adjustments are pivotal for marketers, as they will influence content strategies, especially in terms of targeting and engagement. The platform’s commitment to user safety and regulation compliance presents an ideal ecosystem for brands to ethically and effectively reach their audience.
