TikTok Under Fire for Non-Compliance with EU Advertising Transparency Rules
Violation of EU Advertising Regulations on TikTok Platform
Let's get this straight – TikTok ain't playing by the rules when it comes to EU's platform advertising policies, according to the EU Commission. Instead of setting up a comprehensive database packed with advert details (as the law demands), TikTok's been falling flat on its face.
So, what's the deal? Essentially, they ain't dishing out info on who the heck is getting targeted by those personalized ads or who's footing the bill. Plus, the search function in their ad archive? Absolutely pathetic.
Now, why does this matter? Well, people have a basic right to know who's behind the messages they're bombarded with, right? European Digital Commissioner, Henna Virkkunen, sums it up perfectly: "Citizens have a right to know who is behind the messages they see."
A well-functioning database is like gold for science and the public, making it a lifesaver rather than a mere luxury. This> comprehensive information could potentially help uncover fraudulent or fake ads, as well as the spread of misinformation, especially in times of elections.
Last year, the EU Commission even launched an investigation into TikTok over allegations they didn't label videos from a far-right Romanian presidential candidate, Călin Georgescu, as political advertising during the first round of elections[1].
Sources: ntv.de, AFP
Enrichment Data:To comply with the EU's Digital Services Act (DSA) regarding platform advertising rules, the ad database (advertising repository) must contain specific details such as:
- Ad Content Specifics: Detailed information about the content of each and every ad.
- Financing: Information about who paid for the advertisement, i.e., the name of the payer.
- Target Groups: Detailed data concerning the groups the ad is meant to reach.
- Display and Reach: Information about the period the ad was displayed and its reach.
This information must be clear, easily readable, and accessible to enhance digital advertising's transparency[1].
- The lack of compliance by TikTok with the EU's advertising transparency rules, especially in providing detailed information about ad content, financing, target groups, and display and reach, is a significant concern, as a well-functioning database is crucial for promoting transparency, combating fraudulent ads, and preventing the spread of misinformation, particularly during elections.
- The European community policy on digital services, like the DSA, emphasizes the importance of a transparent advertising environment, necessitating platforms like TikTok to establish comprehensive databases that include specifics about the content, financing, target groups, and the period and reach of each advertisement, making the information clear, easily readable, and accessible to the public.
- In light of TikTok's non-compliance with EU's platform advertising policies and the importance of transparency in digital advertising, especially on social media platforms, it might be pertinent for policymakers to consider stricter regulations to ensure that all stakeholders, including entertainment, politics, and employers, abide by the guidelines to protect consumers from misleading or manipulative ads, and to foster a healthy digital environment that's conducive to proper democratic processes.
