On August 5, 2024, the European Commission made legally binding TikTok's commitment to permanently withdraw the TikTok Lite Rewards Programme from the EU. TikTok also committed not to introduce another programme designed to circumvent the withdrawal.

The programme allowed users to earn points by completing tasks such as watching videos, liking content, following creators and inviting friends. The European Commission raised concerns that this reward mechanism could stimulate addictive behaviour and potentially affect users' physical and mental health, with particular concern for minors.

The Commission had opened formal proceedings under the Digital Services Act in April 2024. TikTok subsequently suspended the programme, and the August decision made its permanent withdrawal legally binding.

Comment from GAME-F

The important point is that the concern was not simply how long users spent on the platform, but the design mechanisms that rewarded continued engagement.

Preventing problematic digital use cannot rely only on individual self-control. The focus is shifting from “people who use too much” to “design that encourages continued use.”

References

European Commission — TikTok Lite Rewards Programmeの永久撤回

European Commission — 2024年4月22日の正式手続開始