EU Considers Fining TikTok Over Use of Viewing Time in For You Feed Rankings
· 1h ago · Originally reported by PPC Land
European regulators are considering fining TikTok up to 6% of its revenue for using viewing time as a ranking factor in its For You feed. Authorities want TikTok to remove viewing time as a signal, which currently influences content reach for both creators and brands.
Why it matters
This matters because changes to TikTok's algorithm could impact how ads and branded content are distributed, affecting advertisers' ability to reach audiences and potentially changing the platform's ad effectiveness.
Explain it like I’m new here
It's like the rule-makers telling TikTok to stop showing you more of what you watch the longest, because it might not be good for you or fair for advertisers.
Terms in this story
Reach
Reach is the number (or percentage) of unique people or households who saw an ad at least once during a campaign, as opposed to the total number of impressions.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Go deeper
Related stories
TikTok faces one-hour default teen feed limit in California after court loss
Under-18 accounts already default to 60 minutes a day on TikTok; SB 976 adds parental consent for personalized feeds. Will the Ninth Circuit reverse the ruling?
Meta, Google, and TikTok Challenge California Law Restricting Personalized Feeds for Minors
Meta, Google, and TikTok have filed a lawsuit against California, contesting a new law that prohibits personalized content feeds and autoplay features for users under 16. The companies argue the law infringes on free speech and Section 230…
Ecommerce Agencies Are Acquiring TikTok Shop Specialists as Marketers Chase Social Commerce
Adweek reports that ecommerce agencies are buying up TikTok Shop specialist firms, betting that short-video platforms can drive measurable sales on Amazon and other retailers. Marketers increasingly see TikTok as a place to influence…
TikTok Shop Adds 9 Compass Analytics Tools for US Sellers, Enhancing Ad Data Insights
TikTok Shop has introduced nine new Compass analytics tools for US sellers, offering features like order analysis that links gross merchandise value (GMV) to specific SKUs, creators, and content types. However, TikTok clarified that these…
TikTok Shop Adds Brand Website Sales to 14-Day LIVE Performance Metric
TikTok Shop now includes pixel-tracked direct-to-consumer website orders in its 14-day LIVE sales metric for select US brands. The new system combines in-room and website sales, but shared Pixels could result in double counting, and…
AI Labels on Ads May Not Help Consumers Judge Truthfulness of Claims
Recent incidents highlight that AI-generated ad content, even when labeled as such, can still mislead viewers about the authenticity of its claims. Watermarks and AI labels are being used, but they don't guarantee that the information in…