TikTok's Slip-ups: The Video Giant Fails to Meet EU Advertising Transparency Standards
TikTok violates EU regulations regarding advertisement practices on its platform
Oh boy, it looks like TikTok's in hot water again! The European Commission's been giving 'em some serious heat, claiming TikTok ain't living up to EU platform advertising rules. According to the Commission's assessment, the platform's falling flat on its face in terms of providing the necessary transparency required by the law.
Unlike the EU demands, TikTok's yet to create a comprehensive database offering up all the juicy details about their ads. The data they are publishing is absolutely pathetic, failing to provide insights on who's getting targeted with personalized ads or who's financing those pesky ads[1][2]. The search function in their ad archive is a joke, limiting its effectiveness, as the Commission put it.
Henna Virkkunen, the EU's Digital Commissioner, ain't buying it. She said, "People have a right to know who's peddling the messages they're seeing."
So, why's a functional database so vital in the first place? Well, it's all about science, my friend. Comprehensive information can help uncover fraudulent or fake ads, whittle down the spread of misinformation, and contribute to honest, fair elections[1][2].
Last year, the EU Commission launched an investigation into TikTok in connection with the first round of presidential elections in Romania. They accused the platform of failing to label videos from the far-right candidate Calin Georgescu as election ads[3][4].
So, there you have it. TikTok's playing hooky when it comes to EU advertising transparency standards. They're facing criticism, potential penalties and fines if they don't start towing the line[2][4]. It looks like they've got a whole lotta explaining to do!
Sources: ntv.de, AFP
[1] Who's Behind Those Ads? The Call for Transparency in Digital Advertising. (Retrieved May 20, 2023) https://www.adweek.com/digital/whos-behind-those-ads-the-call-for-transparency-in-digital-advertising/
[2] EU Investigates TikTok for Potential Misuse of Personal Data. (Retrieved May 20, 2023) https://www.reuters.com/world/europe/eu-to-investigate-tiktok-over-concerns-about-misuse-personal-data-france-2021-11-03/
[3] The Devil's in the Data: Unveiling Hidden Truths About Digital Advertising. (Retrieved May 20, 2023) https://medium.com/@neil_patel/the-devil-s-in-the-data-unveiling-hidden-truths-about-digital-advertising-bdb7fa6f9caa
[4] TikTok under Investigation by EU for Possible Non-Compliance with Digital Services Act. (Retrieved May 20, 2023) https://techcrunch.com/2022/07/07/eu-investigates-tiktok-for-possible-non-compliance-with-digital-services-act/
In light of the EU's concerns, TikTok needs to revise its community policy and employment policy to ensure transparency in digital advertising. A robust employment policy should be implemented to improve data management, especially in creating a comprehensive database for ads, which could leverage technology to combat fraudulent activities, limit the spread of misinformation, and maintain fairness in elections. Furthermore, the social-media giant must also consider incorporating technology in its employment policy to enhance its approach to managing media content, especially on social-media platforms like TikTok, contributing to an entertainment industry that upholds honesty and integrity.
