EU Commission finds TikTok’s ‘rabbit hole’ algorithm may breach DSA

The European Union Commission has found that TikTok's algorithm, which creates a 'rabbit hole' effect by recommending content to users, may breach the Digital Services Act (DSA). This finding is significant as it could impact how TikTok operates in the EU. The DSA is a set of rules aimed at regulating online platforms and ensuring they operate in a fair and transparent manner.

The potential breach of the DSA by TikTok's algorithm matters for social commerce because it could lead to changes in how the platform recommends products or services to users. This, in turn, could impact the effectiveness of social commerce campaigns and the ability of businesses to reach their target audiences on TikTok. As a result, businesses and marketers will need to closely monitor any developments and adjust their strategies accordingly.