Brussels threatens TikTok with a fine for violating European advertising regulations.

Brussels cracks down on TikTok. The European Commission has informed the Chinese social network that, according to the preliminary findings of its investigation, it does not comply with EU Digital Services regulations regarding the publication of an ad repository. This notification opens the door to imposing fines on the Chinese tech giant.

Brussels considers this ad repository critical for both researchers and civil society to detect fraudulent ads, hybrid threat campaigns, or fake ads, which pose an added risk in an electoral context.

As part of its preliminary investigation, Brussels has concluded that the social network does not provide the necessary information about the content of the ads , the users targeted, or who paid for them. Furthermore, it notes that TikTok's repository does not allow for exhaustive ad searches based on these parameters, which limits the tool's usefulness.

To conduct this investigation, the EU Executive has analyzed internal company documents, tests on the social network's tools, and consulted with experts in the field. All of these factors are used to conclude that the company violates European Digital Services Regulations.

The investigation dates back to February 2024, when Brussels opened a formal procedure into TikTok's repository and its compliance with EU law. The focus was on ad transparency, the negative effects of TikTok's algorithmic design , the obligation to ensure a high level of privacy, security , and protection of minors, and researchers' access to data.

If the investigation's findings are confirmed, the Chinese social network could face a fine of up to 6% of its annual global turnover . It would also be subject to a period of scrutiny to ensure compliance with the measures. The Commission can also impose periodic penalty payments to force the platform to comply with the rules.

TikTok, however, has room to defend itself by reviewing the documents in the Commission's investigation file and responding in writing to the preliminary findings. In parallel, the European Digital Services Council will be consulted.