TikTok has agreed to change its policies around branded content to ensure greater transparency, in line with EU rules, which will also see it implement new regulations around the promotion of alcohol, cigarettes and ‘get rich quick’ schemes within the app.
The updates come as a result of an investigation into alleged breaches of EU consumer rules, with TikTok found to be failing in its duty to protect children from hidden advertising and inappropriate content.
As explained by the European Commission:
