EU Concerned Over New TikTok Lite Rewards Program
TikTok faces renewed scrutiny from the EU about its spinoff app, TikTok Lite. In a fresh round of investigation, the Chinese-owned platform was asked for a risk assessment of its new service, which pays users for engaging with the platform, the European Commission said on April 17.
Launched quietly in Spain and France in April, Lite’s “Task and Reward” program has particularly drawn the ire of the European Commission. Under the program, users over 18 can earn points by watching and liking videos, following creators, and referring TikTok to friends and other people. The earned points can be exchanged for Amazon vouchers, gift cards via PayPal, or TikTok’s coins currency.
The Commission’s concerns are believed to have been prompted by the potentially addictive nature of the reward-linked engagement feature and its negative effects on the mental health of young individuals.
“Is social media ‘lite’ as addictive and toxic as cigarettes ‘light’?” said European Industry Commissioner Thierry Breton on X, announcing the request for information. “We will spare no effort to protect minors under the #DSA.”
In the announcement, the European Commission also said that TikTok should have conducted a risk assessment on the app before its launch in any of the 27 EU member states. In addition to the 24-hour deadline of April 17, TikTok also needs to provide the other requested information by April 26.
The Commission also asked for information about the “measures the platform has put in place to mitigate such systemic risks.” The current move by the EU comes 2 months after the February investigation into TikTok’s possible breach of the European Digital Services Act (DSA).
Despite security concerns regarding TikTok’s management of user data and the investigation into potential breaches of the DSA, the platform has garnered favor among the EU’s top political brass.
The shift in trend can be attributed to the platform’s increasing popularity among young people, especially for accessing news. According to a 2023 report by the Reuters Institute for the Study of Journalism, TikTok was the fastest-growing social network cited, with 20% of 18- to 24-year-olds using it for news consumption.
As a result, mainstream European politicians are embracing TikTok, especially as they prepare for the upcoming 2024 elections, aiming to connect with young voters.
