EU says 'rabbit hole' video feeds on TikTok violate its digital rules

The European Union has stated that 'rabbit hole' video feeds on TikTok violate its digital rules. This refers to the platform's algorithm-driven 'For You' page, which uses AI to create a personalized feed of videos for each user, often leading to a 'rabbit hole' effect where users spend extended periods scrolling through content. The EU's concern is that this feature may be in breach of its regulations regarding digital services.

This development matters for social commerce as it may impact the way TikTok and other social media platforms operate in the EU. If the EU were to enforce stricter regulations on algorithm-driven content feeds, it could limit the effectiveness of social commerce strategies that rely on these features to reach consumers. As a result, businesses and creators may need to adapt their approaches to social commerce in the EU, potentially shifting their focus to other platforms or strategies.