Get ready for an entirely new TikTok experience! Say goodbye to the hyper-engaging, AI-driven ‘For You’ feed...
The popular video-sharing platform has announced that soon, TikTok users in the European Union will have the option to opt out of its notoriously engaging content-selection algorithm. This change comes as TikTok prepares to comply with the EU’s updated digital regulations.
Under the EU's Digital Services Act (DSA), platforms like TikTok are mandated to allow users the choice to receive content recommendations that do not rely on tracking and profiling their activity. This practice, often referred to as "personalization," is what TikTok is addressing with the introduction of a non-personalized ‘For You’ feed, part of its strategy to align with the EU’s new digital rules.
Additionally, TikTok recently introduced its first ads transparency library, initially available for ads running in Europe, along with a regional expansion of its research API — both in preparation for meeting the DSA compliance deadline on August 28.
In April, the EU classified TikTok as one of 19 “very large online platforms” or search engines. This designation mandates these major platforms to give users the ability to switch off recommendation systems driven by profiling. VLOPs and VLOSE must also monitor and mitigate algorithmic risks, emphasizing accountability in AI practices among major companies.
The new option for TikTok users in Europe means they'll be able to choose a ‘For You’ feed populated by videos trending in their “region” and “preferred language” instead of content curated by the platform's AI, which selects based on user activity. Those opting out of surveillance-based targeting can expect to see a different feed dynamic.
Moreover, the search functionality will also shift to non-personalized results, serving users with popular content from their area and in their language rather than selecting content aimed at capturing their attention. Users’ Following and Friends feeds will display posts chronologically, instead of being influenced by personal profiling.
This pivot is significant considering TikTok's platform success hinges on the effectiveness of its algorithmic recommendations in an increasingly competitive social media landscape.
However, TikTok is only now providing users this option due to the EU’s legislative actions requiring such alternatives to personalization. It’s essential to note that TikTok is not alone; other major platforms, including Instagram and YouTube, will also need to adhere to these requirements under the DSA.
AI-driven recommendation systems, like YouTube’s ‘Up Next,’ have often been associated with negative societal impacts, including the proliferation of hate speech and misinformation. Since ad-supported platforms profit by capturing users’ attention, they typically lack motivation to provide clear options for opting out of personalized content—until now. But the DSA changes that equation.
Twitter (now X) has always integrated a non-algorithmic feed into its core experience, though it too incorporates an algorithm-driven For You feed. To comply with the DSA, X will likely have to expand options for users to deny personalization comprehensively.
Elon Musk risks significant regulatory consequences if he continues to disregard the EU's guidelines—non-compliance with DSA can result in fines that reach up to 6% of global annual revenue.
More changes driven by the DSA include updated policies for users aged 13 to 17, who will no longer see personalized ads based on tracking. While older users can adjust their ad settings, the DSA enforces a strict ban on personalized advertising directed at minors.
Additionally, TikTok plans to introduce a new content reporting option for users in Europe to report illegal content, supplementing its existing AI-driven moderation system. Users will choose from categories like hate speech, harassment, and financial crimes while a detailed guide will help clarify each category.
TikTok outlines its commitment to review reported content against its Community Guidelines, ensuring removal for violations. Importantly, both the content creator and the reporter will be notified about decisions made concerning reported content and given opportunities to appeal.
In line with DSA requirements, European users will see enhanced transparency regarding TikTok’s moderation choices.
TikTok currently informs users of removals and strikes, but soon users can expect more detail regarding moderation decisions. If a video is deemed ineligible for recommendation—such as due to unverified claims regarding ongoing elections—TikTok intends to disclose this information. Users will gain insight into whether a decision was made by automated technology and have options for appeals.
All changes mentioned are set to be implemented within the European Union and EEA. The ban on personalized ads for minors also extends to the U.K. and has already been enforced across Europe. However, updates related to illegal content reporting and moderation details pertain specifically to regions governed by the DSA.
This report was amended after TikTok clarified the scope of the upcoming changes.
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