EU tells TikTok to change 'harmful' For You feed over 'rabbit hole effect'

The European Union has instructed TikTok to modify its 'For You' feed, citing concerns over the 'rabbit hole effect', which refers to the way the algorithm can lead users down a path of endless scrolling. This change is aimed at mitigating potential harm to users, particularly younger ones, who may be exposed to inappropriate or harmful content.

This development is significant for social commerce as it may impact how users discover and engage with products on the platform. The 'For You' feed is a crucial aspect of TikTok's discovery commerce, allowing users to find new content and products. Changes to this feature could affect the platform's ability to facilitate social commerce and influencer marketing, potentially altering the way businesses and creators reach their target audiences.