How does TikTok target teenagers with ads?

TikTok targets teenagers with undisclosed ads by using their inferred interests to tailor commercial content, which is not covered by the narrow definition of 'advertisements' in the EU's Digital Services Act.

What loophole exists in the EU's Digital Services Act regarding child advertising?

The EU's Digital Services Act defines 'advertisements' narrowly, primarily covering formal, platform-purchased ads and largely ignoring influencer marketing and undisclosed promotional videos, creating a loophole.

Are undisclosed ads on TikTok more targeted than adult ads?

Yes, undisclosed ads encountered by simulated teens on TikTok were found to be five to eight times stronger in targeting compared to the permitted level for formal adult advertising.

Home / Technology / TikTok's Ad Loophole: Teens Still Targeted

TikTok's Ad Loophole: Teens Still Targeted

12 Mar

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Summary

EU law forbids profiling minors for ads, but loopholes exist.
TikTok study shows teens see many undisclosed ads.
Hidden ads on TikTok are more targeted than adult ads.

TikTok's Ad Loophole: Teens Still Targeted

The European Union's Digital Services Act (DSA) intended to shield minors from personalized advertisements, but a new study indicates a major loophole persists on TikTok. The legislation narrowly defines "advertisements" to exclude influencer marketing and undisclosed promotional content, allowing targeted ads to reach teenagers.

Researchers used automated accounts simulating teenagers on TikTok, observing that 19% of videos contained advertisements. Alarmingly, 56% of these were undisclosed, meaning creators and brands pushed products without proper labels. While formal ads shown to minors were limited, the undisclosed ads were highly targeted to their inferred interests, with one simulated teen interested in beauty seeing 92.1% matching ads.

This hidden profiling of minors was found to be significantly stronger than the targeting allowed for formal adult advertising. The findings suggest that while TikTok formally complies with the law regarding disclosed ads, the vast majority of commercial content, which remains undisclosed, poses a substantial risk to young users. Experts advocate for expanding the definition of advertising to address this evolving landscape.

Disclaimer: This story has been auto-aggregated and auto-summarised by a computer program. This story has not been edited or created by the Feedzop team.