European regulators go after TikTok for 'rabbit hole' effect on users

European regulators are taking action against TikTok, citing concerns over the app's 'rabbit hole' effect on users. This effect refers to the way the app's algorithm can keep users engaged for extended periods, potentially leading to addiction and other negative consequences. The regulators are looking into whether TikTok's practices are unfair or deceptive, and whether they comply with European Union regulations.

The investigation into TikTok's practices has significant implications for social commerce, as the app has become an increasingly important platform for brands and creators to reach their audiences. If regulators were to impose stricter rules on TikTok, it could impact the app's ability to facilitate social commerce and influencer marketing, potentially affecting the livelihoods of creators and the bottom line of brands that rely on the platform. As such, the outcome of this investigation will be closely watched by the social commerce community.