The European Commission has formally accused TikTok over the operation of its For You recommendation feed. Regulators believe the algorithm deliberately draws users into endlessly watching similar videos and causes addiction.
If the platform fails to reach an agreement with the authorities, it will have to restructure how its recommendations work for users in Europe.
Concerns about engagement algorithms
Officials' main concern is the so-called «rabbit hole» effect. As soon as someone spends more time watching a particular video, the algorithm starts showing similar topics one after another, with hardly any other content mixed into the feed.
The European Commission notes that the system is designed specifically to keep users watching. The platform selects content to maximize time spent in the app, even when videos promote extreme diets or other problematic content.
What EU authorities are demanding
TikTok is being asked to reduce the influence of video completion rates on video impressions. According to regulators, this metric should no longer remain the main factor in determining what appears in the feed.
In addition, the platform is being required to add a dedicated button for turning off recommendations. Currently, it's difficult to disable personalized video selection in the app, so officials are insisting on an option to display videos simply in chronological order.
What this changes for organic traffic
Driving organic traffic on TikTok has always relied heavily on high video completion rates. Videos grabbed viewers' attention in the first few seconds, the algorithm detected strong retention and immediately started giving them impressions in the general recommendation feed.
If TikTok reduces the influence of completion rates on recommendations under pressure from authorities, generating impressions using the old approach will become more difficult in European GEOs. As a result, content creators and media buyers targeting these countries will have to change their approaches to creating ad creatives.
