European TikTok Users Now Have Option to Opt Out of Personalized Content in For You Feed

TikTok

Significant changes are coming to TikTok for European Union users due to requirements of the Digital Services Act (DSA).

Following the Commercial Content Library being released publically, which was also a result of the DSA, there are a few updates that TikTok is making to fulfill requests by the DSA.

Firstly, users can report content they believe is illegal, including ads. They can select from categories such as hate speech, harassment, financial crimes, and more. TikTok will also provide users with detailed information about videos they act upon, such as marking them ineligible for recommendations. They will be informed whether the action resulted from technology moderation and will learn how both creators and reporters can appeal a decision.

Users can opt-out of personalized content recommendations on the "For You" and "LIVE" feeds. If they do, they'll be shown popular videos from their location and globally in their preferred language. The "Following" and "Friends" feeds will continue to display content from creators they follow, but it will be presented chronologically instead of based on viewing history.

For teens, especially those under 16, accounts will be set to private by default, and their content won't appear in the "For You" feeds. Moreover, users aged 13 to 17 will not receive personalized ads based on their TikTok activity or external actions.

TikTok's personalized recommendation algorithm has arguably been a primary driver of its success by offering content that resonates with user interests. As a result, the option to opt-out could substantially impact European usage if many decide to disable recommendations in the "For You" feeds. Without the allure of these feeds, TikTok might experience a drop in engagement, affecting its advertising model. When users opt-out, replacing the "For You" feed with popular content might limit opportunities for emerging creators and brands who want to work with them on sponsored content and instead promote already trending content.

However, while the Digital Services Act mandates more user control, which is beneficial, most users still value tailored recommendations. Offering this choice universally might not serve platforms' interests, but it would demonstrate genuine concern for users.