EU Escalates TikTok Probe Over Algorithmic ‘Rabbit Holes’

The European Union has escalated its probe into TikTok's algorithmic 'rabbit holes', which refers to the platform's ability to keep users engaged for extended periods of time by serving them content that is likely to interest them. The EU is investigating whether TikTok's algorithm is transparent and fair, and whether it prioritizes certain types of content over others.

This probe matters for social commerce because TikTok's algorithm plays a significant role in determining what products and services are discovered and purchased by users. If the EU finds that TikTok's algorithm is unfair or biased, it could lead to changes in the way the platform operates, which could impact the ability of businesses to reach their target audiences and drive sales. This could have significant implications for the social commerce industry as a whole.