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

The EU Commission has found that TikTok's algorithm, often referred to as a 'rabbit hole', may breach the Digital Services Act (DSA). This discovery comes as part of an ongoing investigation into the social media platform's practices. The commission's concerns center around the algorithm's potential to prioritize certain types of content over others, which could have significant implications for users and content creators alike.

This development matters for social commerce because it could lead to changes in how TikTok's algorithm promotes products and services. If the EU Commission determines that TikTok's algorithm does indeed breach the DSA, the platform may be forced to alter its approach to content recommendation, potentially impacting the visibility of shoppable content and influencer marketing efforts. This, in turn, could have a ripple effect on the broader social commerce landscape, influencing how brands and creators use the platform to reach their audiences.