TikTok Lite Suspends 'Addictive' Watch Reward-to-Watch Feature Amid EU Scrutiny

TikTok is not only facing legal pushbacks in the US.

On Wednesday, the video-sharing platform announced that it is suspending its reward-to-watch feature for TikTok Lite following a regulatory probe from the European Union.

The removal of the feature follows after the European Commission ruled that the reward system is "toxic" and "addictive as cigarettes" to children.

Tech regulation Commissioner Thierry Breton warned earlier this week to "trigger interim measures" on the platform for allegedly violating the bloc's Digital Services Act if TikTok will not remove the feature or provide a "compelling proof of safety."

The platform was given until Wednesday to respond, which in this case was the suspension of the feature in the EU. Breton, however, said its case against "the risk of addictiveness of the platform" will still continue.

What is TikTok Lite's Reward-to-Watch System?

The reward system, which is currently available in Asia, France, and Europe, pays users "coins" for completing various tasks on the platform: logging in, watching ads, and liking videos.

Users enrolled in the reward system are estimated to earn €36 cents, or $38 cents, which can be used to redeem shopping vouchers and gift cards.

A representative from TikTok earlier told Reuters that the feature is only available to users aged 18 and older, contrary to the commission's claims that it is potentially harming children.

It is worth noting, however, that the platform's age restriction measures remain lax and that minor users can easily pretend to be of legal age without much hindrance.

EU Cracks Down on Tech, Social Media Companies for Child Safety

The investigation on TikTok Lite's reward system was the second formal investigation the bloc has launched on the platform as it competes with the US on cracking down on social media companies for their policies on protecting children's safety.

A few months earlier, the EU opened a probe into TikTok and Meta's policies to protect the safety and privacy of European teens on their platforms.

The investigation was prompted by rampant reports of sexual harassment, bullying, and explicit materials on social media sites.

These cases are separate from the growing list of anti-trust investigations the commission has also launched this year following the implementation of its Digital Markets Act.

Among the cases handled related to the DMA are concerns with companies supposedly illegally collecting data from children for targeted ads.