TL;DR:
- TikTok will allow EU users to opt-out of its content-selection algorithm, offering a non-personalized ‘For You’ feed.
- The move comes in response to the EU’s Digital Services Act (DSA), which requires platforms to offer users the choice to avoid tracking and profiling.
- TikTok also launched its ads transparency library and extended its research API to meet the DSA compliance deadline.
- Other major platforms like Instagram and YouTube will also have to provide users with a choice to deny personalization under the DSA.
- The EU’s legislation is driving changes in how platforms handle content moderation and personalized ads.
- TikTok will no longer show personalized ads to users aged 13 to 17 in Europe.
- An “additional content reporting option” will be available for European users to report illegal content.
- Users can expect more transparency about TikTok’s content moderation decisions in the coming weeks.
Main AI News:
TikTok, the popular video-sharing platform, is set to unveil an unprecedented version for its users in the European Union. Breaking free from its hyper-sticky, AI-driven ‘For You’ feed, TikTok will soon allow users to switch off its infamous content-selection algorithm. This step comes as the company gears up to comply with the EU’s revamped digital rulebook.
The EU’s Digital Services Act (DSA) has imposed a new requirement on major platforms like TikTok, mandating that they provide users with the option to see content recommendations devoid of any tracking or profiling of their activity on the platform. This practice, known as “personalization,” has been prevalent across platforms, but now, users in Europe will have the freedom to opt-out and enjoy a non-personalized ‘For You’ feed on TikTok.
As part of its preparations to meet the DSA compliance deadline this month (August 28), TikTok has also announced the launch of its first-ever ads transparency library (initially available only in Europe) and an extension to its research API.
Previously, the EU designated TikTok as one of the 19 very large online platforms or search engines. According to the regulation, these platforms must allow users to disable recommender systems based on profiling. Additionally, they must report and mitigate algorithmic risks, as the EU tightens accountability regarding AI usage by tech giants.
For European TikTok users, this upcoming algorithm choice means that the content in their ‘For You’ and ‘Live’ feeds will no longer be algorithmically tailored to boost engagement based on their past activity. Instead, they will be able to opt for a non-surveillance-based approach, where the content will be populated by popular videos from their region and preferred language, as specified by the company.
Beyond the ‘For You’ feed, TikTok’s search feature will also become non-personalized for users who opt-out of profiling. This means that search results will be sorted based on popular content from their region and language, rather than aiming to manipulate user attention. Furthermore, the ‘Following’ and ‘Friends’ feeds for these users will display content in chronological order, rather than personalized to their individual preferences.
This move represents a seismic shift, as TikTok’s algorithmic recommendations have been a significant driver of the platform’s success in the highly competitive social media landscape.
However, this decision by TikTok is not merely out of goodwill. The EU’s legislation explicitly compels platforms to offer users the option to deny personalization. TikTok won’t be the only one affected; other ad-funded platforms like Instagram and YouTube will also have to comply, as they rely on algorithm-driven content recommendations to boost user engagement and profits.
It’s worth noting that AI-powered recommender engines, such as YouTube’s ‘Up Next’ video selector, have faced criticism for their role in spreading hate speech, disinformation, and even terrorism.
TikTok is taking several other measures to meet DSA compliance. Users aged between 13 and 17 in Europe will no longer see personalized advertising based on tracking. The DSA prohibits serving personalized ads to kids, making this a necessary change. The platform also plans to introduce an “additional content reporting option” for users in Europe to report illegal content, supplementing its existing AI-driven content moderation.
In the coming weeks, European TikTok users can expect greater transparency around content moderation decisions. TikTok will share more details about why certain content is removed or not recommended, including whether automated technology was involved, and will provide avenues for content creators and reporters to appeal decisions.
All these changes are set to apply to the European Union and the European Economic Area, reflecting TikTok’s commitment to complying with the DSA and ensuring a safer, more transparent platform for its users in the region.
Conclusion:
The EU’s Digital Services Act is reshaping the landscape for major platforms like TikTok, compelling them to provide users with more control over personalized content. This move could lead to a shift in the market as other ad-funded platforms also adapt to comply with the DSA. The increased focus on transparency and non-personalized content may improve user trust and engagement, but platforms will need to navigate potential challenges related to revenue generation and content moderation.
