The EU’s executive arm said it has started discussions involving the social media platform and the national consumer authorities following an alert launched earlier this year by the European Consumer Organisation (BEUC) about alleged breaches of consumers’ rights.
The Commission said some contractual terms in TikTok’s policies could be considered misleading and confusing for consumers, adding that concerns relating to issues including hidden marketing and advertising strategies targeting children were raised.
TikTok is hugely popular with teenagers and young adults who use it to post and watch short-form videos.
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