Advocates urge tech company to allow optional personalized algorithm for EEA nations’ compliance
TikTok users in the UK could have a comparatively “less safe” and “more toxic” app version than their European counterparts. The tech giant had to allow an optional personalized algorithm in the UK to adhere to EU regulations.
Starting August, TikTok users in 30 European Economic Area nations can choose not to receive personalized content suggestions driven by past behavior. Instead, their “For You” and live feeds will display popular videos from their geographic location and globally.
TikTok confirmed that it currently has no intentions of offering the same choice to UK users during this weekend. A spokesperson clarified that the alterations were in response to EU’s new Digital Services Act, not applicable to the UK. The situation remains under assessment.
Campaigners have expressed disapproval of this decision, urging TikTok to broaden the availability of this feature. Imran Ahmed, CEO of the Center for Countering Digital Hate, highlighted research indicating TikTok’s algorithm exposes users to harmful content, such as self-harm and eating disorder-related videos, and is constructed to sustain user engagement.
He urged the company to expand the choice of disabling the feed to a global user base. “Considering they’ve already developed this feature, it would be quite absurd if they chose not to,” he remarked.
Presently, TikTok’s personalized algorithm heavily depends on tracking and profiling users to offer content recommendations. This precision has played a significant role in making TikTok a highly favored global social platform, embraced by 53% of individuals aged three to 17 in the UK, as reported by Ofcom. This surpasses the usage rates of Instagram, Snapchat, and Facebook.
It has also been held responsible for amplifying the propagation of harmful content. In the previous year, TikTok was criticized for Andrew Tate’s sudden prominence due to numerous videos being featured on the For You feed. Many of these videos were subsequently discovered to violate TikTok’s hate speech regulations, yet they accumulated millions of views before removal.
In accordance with the EU Digital Services Act, effective since November, platforms classified as “very large” with over 45 million users must offer an option to deactivate personalized recommendations by the end of this month. The EU’s rationale for this rule is rooted in the “systemic impact” these companies wield in facilitating “public debate, economic transactions, and the dissemination of information, opinions, and ideas.”
For years, the UK has been in the process of formulating more stringent regulations for tech firms, which includes the prospect of fines for neglecting the removal of prohibited content. The online safety bill, anticipated to be enacted this year, will mandate companies to offer “tools for adult internet users, allowing them to customize the content they view and steer clear of potentially harmful material if they choose not to see it on their feeds.”
Andy Burrows, an authority in digital child safety and an advisor to the Molly Rose Foundation, an organization focused on suicide prevention, noted that the regulatory framework in the UK is still catching up. Nevertheless, he urged TikTok to make its non-personalized feed accessible in the UK, irrespective of legal requirements.
The rollout of this feature within the EU has been deemed a “positive move,” providing young individuals the option to embrace a safer iteration of the platform. This minimizes the likelihood of their exposure to “harmful content and negativity,” according to the source. Expressing his thoughts, he mentioned, “It’s disappointing if TikTok is merely adhering to regulatory requirements, thereby granting UK users less control over safeguarding themselves from harmful content compared to their EU counterparts.”
This EU legislation is also set to influence other firms like Instagram and Facebook, who are anticipated to announce their own adjustments. Facebook noted that its platforms already offer users the capability to deactivate personalized feeds. Twitter permits users to switch between a tailored feed and one featuring posts from accounts they follow.
TikTok pointed out that alternative tools exist for users to shape their feed, such as keyword filtering, the “not interested” feature, and the “refresh” option, enabling users to view content as if they had just joined the platform.
A representative from the government stated, “Our pioneering online safety bill surpasses previous laws by ensuring the protection of users across diverse online platforms, encompassing social media, video-sharing platforms, and search engines. This new legislation will adopt a strict approach toward companies that enable targeted algorithms to guide users toward unlawful content. Companies failing to take preemptive measures against user exposure to illegal content will be subject to substantial fines.”
