In a bid to comply with Europe's rules and regulations, ByteDance and TikTok are shutting down the TikTok Like Rewards Program in the region after it was flagged by the region for its risks. In a previous notice sent by the EU to the Chinese social media, it was revealed that TikTok Lite's rewards program has a potential effect on user's mental health, including children.
This recent removal is in adherence to the EU's other regulations alongside the DMA, the Digital Services Act (DSA), which seeks to protect its users online.
TikTok Lite's Rewards Program Now Shut Down in EU
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TikTok has officially committed to "permanently withdraw" TikTok Lite's rewards program, a.k.a. shutting down the experience, with the company confirming it to the European Commission. According to the Commission's latest press release, apart from the removal of this program in the region, TikTok would no longer be allowed to launch another experience that is similar to this.
More importantly, the EC revealed that this is the first case that it closed under the Digital Services Act of the EU, more than three months since it was first flagged by the Commission.
It followed the EU's request from TikTok regarding a risk assessment, with the vertical video social media also shutting down this program.
The EU's inquiry and flagging of TikTok Lite's reward program centers on the possible adverse effects of this on children and users' mental health when using the platform.
It is known that TikTok's reward program offers coins that can be exchanged for real-world money, in exchange for continuous video scrolling on the app, following influencers, inviting users to join, and liking multimedia content.
The EU and TikTok's Multiple Run-ins
TikTok is among those in the Big Tech that faced run-ins with the European Union over the years because of its practices and what it offers users, and in the past months of 2024, the platform saw significant inquiries about its changes.
It was also during this time that TikTok faced another looming threat to its operations and practices in the EU as the European Commission was building up its soon-to-take-effect DSA. Back in February, the European Union began its formal proceedings on TikTok's DSA compliance, particularly in children's safety concerns which is also an issue it faces in other regions like the United States.
Following the EU's risk assessment on TikTok Lite, the company has since held back its rewards program, particularly in France and Spain after its recent launch ther, centering on the app.
Now, TikTok has chosen to adhere to the EU's enforcement of the DSA, officially removing the Rewards Program on TikTok Lite, no longer to be seen by European users.
