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The EU has approached a Tiktok fine after tentatively concluded that the social media platform had violated the rules because it failed to provide an advertising library that would allow for proper scrutiny of online ads.
The announcement on Thursday comes more than a year after the Commission began a detailed investigation of the group. If tentative conclusions are confirmed, Chinese-owned social media platforms could be fined up to 6% of global sales.
The EU’s Digital Services Act, which came into effect last year, calls for a large online platform to maintain publicly available advertising libraries, particularly ahead of elections, to help detect fraud, disinformation campaigns and coordinated operations.
“Internet advertising transparency – who pays and how audiences are targeted is essential to protecting the public interest,” said Henna Wilkunen, the committee’s technical chief.
Tiktok said he is still committed to meeting his obligations under the DSA.
“I will oppose some of the committee’s interpretations while continuing to support regulatory goals and improve advertising transparency tools,” Tiktok said.
He added that EU guidance is provided through preliminary findings rather than clear public guidelines. “Equal arenas and consistent enforcement are essential,” Tiktok said.
Advertising transparency research is one of several ongoing European cases against Tiktok, and its parent company ordinance is based in Beijing. One of the probes to Tiktok is examining potential interference in Romania’s 2024 election.
This month, Tiktok has been fined 530 million euros by the Irish Data Protection Commission to send user data to China after the social media group said it would have a negative impact on any European company with global operations. It plans to oppose the decision.
The penalty was the third highest issued by Arish DPC, previously fined Facebook owner Meta €1.2 billion and Amazon €746 million. It also fined Tiktok 345 million euros in 2023, processing the personal data of children and teens.
Tiktok has also fired in the US, and last year Congress passed a law last year requiring apps to be sold or face a nationwide ban.
