TikTok has halted a controversial feature in its TikTok Lite app that paid users in Europe for daily video engagement, following scrutiny from European regulators. The feature, which was part of TikTok Lite’s launch in France and Spain, offered users small financial rewards for activities such as watching ads and liking videos. Payments were made in “coins,” which could be exchanged for rewards like Amazon vouchers and PayPal gift cards. However, users found that extensive engagement was required for minimal financial return, with an hour of video watching yielding only about 36 euro cents.
The European Commission raised concerns shortly after the feature’s introduction, questioning its impact on user addiction, particularly among young people. This led to an inquiry under the EU’s Digital Services Act, focusing on the feature’s potential to foster addictive behaviors. In response, TikTok has paused the rewards program in the EU to review the feature and address the regulatory concerns.
A spokesperson from TikTok confirmed that the feature was designed not to be accessible to users under 18. However, the European Commission has indicated doubts about the effectiveness of TikTok’s age verification processes. The ongoing investigation highlights the growing scrutiny of social media practices and the balance companies must maintain between user engagement and regulatory compliance.
