TikTok rewards program

TikTok has permanently removed its Lite rewards program from the European Union following an investigation by the European Commission, which raised concerns about the program's potential to encourage addictive behavior among young users. The rewards system, which allowed users to earn points for watching videos and engaging with content, was launched in March 2024 but faced scrutiny almost immediately. The EU's Digital Services Act mandates that large platforms like TikTok must conduct risk assessments before launching features that may impact users, particularly minors. The decision marks the closure of the first case under the Act, emphasizing the EU's commitment to regulating digital platforms. While TikTok did not admit to violating the regulations, the withdrawal is legally binding and underscores a broader crackdown on the platform amidst ongoing investigations in both Europe and the U.S. The European Commission's move sends a strong message to the social media industry regarding the management of addictive design features.