Trouble in Europe?

TIKTOK

Sure seems like it.

A top European Union (EU) official has urged TikTok to comply with upcoming content rules or face a ban. Yikes.

What he said: EU Internal Market Commissioner Thierry Breton tweeted, “With younger audiences comes greater responsibility.”

Thierry is worried that young users can access “harmful and sometimes even life-threatening content” on TikTok.

He also said the app will come under scrutiny when the Digital Service Act (DSA) takes effect, saying that if the DSA were in effect today, TikTok would already be banned.

Act accordingly: The DSA – which requires all companies to comply by September 1 – will focus on protecting users when it comes to content and tracking.

Companies will need to follow a long list of rules, or face a fine of up to 6% of their annual revenue – and possibly even be banned from the EU.

How likely is an EU ban on TikTok? Well, maybe an outright ban is a bit far-fetched.

The EU has yet to ban any app for not following the rules. But with the US considering a ban on TikTok, let’s wait and see.

Why we care: TikTok just keeps getting bigger by the day among European users, and consequently advertisers.

The DSA could have huge implications on the way advertising and tracking work on the platform, so it’s worth keeping track of these events.

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