TikTok has announced that it will discontinue its rewards feature amid growing concerns from the European Union about potential online addiction. The decision comes after EU authorities flagged the feature for possibly encouraging excessive screen time among users, particularly minors.

The decision follows discussions with EU regulators and reflects the platform’s commitment to addressing regulatory concerns. A TikTok spokesperson commented, “We are dedicated to creating a safe and positive experience for our users. After careful consideration and dialogue with European authorities, we have decided to remove the rewards feature to better align with our commitment to user well-being.”

The rewards feature, introduced in April this year, allowed users to earn points and virtual rewards through various in-app activities, such as watching videos, liking posts, following creators, and participating in challenges. Critics argue that such mechanisms can promote addictive behaviour by encouraging prolonged engagement and screen time.

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European Commissioner for Internal Markets Thierry Breton voiced the EU’s concerns, stating, “We have been clear about the risks associated with platforms that incentivise increased usage, especially among younger audiences. TikTok’s decision to withdraw this feature is a step in the right direction towards ensuring healthier digital environments.”

The European Commission further expressed their worries by insisting that the rewards feature was implemented without a thorough risk evaluation, particularly posing addictive potential risks that could have adverse effects on users physical and mental health.

With the removal of the rewards feature, TikTok aims to uphold its reputation as a responsible platform. The move reflects a broader trend of tech companies adjusting their policies in response to regulatory pressures aimed at mitigating the risks of digital addiction.