EU escalates TikTok probe over algorithmic ‘rabbit holes’

The European Union (EU) has escalated its probe into TikTok's algorithmic 'rabbit holes', which refers to the platform's ability to keep users engaged for extended periods by serving them content that is likely to interest them. This investigation is part of a broader effort by the EU to regulate social media platforms and ensure they are transparent about their algorithms and data practices.

This probe matters for social commerce because it could lead to changes in the way TikTok's algorithm prioritizes content, potentially affecting the visibility of creator-led commerce and affiliate marketing efforts on the platform. As a result, social commerce businesses and creators who rely on TikTok for sales and marketing may need to adapt their strategies to comply with any new regulations or algorithmic changes that come out of this investigation.