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 more time scrolling through videos. The EU's concern is that this feature may be in breach of its regulations regarding digital content and user protection.

This development matters for social commerce as it may impact how 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 affect the way businesses and creators use these platforms for marketing and sales. This could lead to changes in how social commerce is conducted on these platforms, potentially impacting the livelihoods of creators and the marketing strategies of businesses.