Tap “not interested” all you want. Brussels says TikTok’s feed may not be listening.
The European Commission said on Nov. 6 that its preliminary findings indicated that TikTok had breached the European Union’s Digital Services Act (DSA) by failing to adequately assess and address mental health risks associated with its personalized For You feed.
At issue is whether users can meaningfully control their recommendations when viewing time outweighs explicit requests to see less of certain content.
According to the Commission’s preliminary findings, the platform repeatedly recommends videos about sadness, isolation, weight loss, and body image based on users’ engagement. Prolonged exposure to such content could worsen anxiety, low self-esteem, and existing eating disorders, particularly among minors and vulnerable adults.
The Commission’s investigation examined how TikTok interprets user engagement. Watching or liking certain videos signals interest to the algorithm, which then recommends more similar content. However, regulators warn that this approach can create harmful feedback loops, particularly when users repeatedly encounter content related to mental health struggles or negative body image.
The Commission also preliminarily found that TikTok’s existing feed safeguards are insufficient. For example, selecting “not interested” may not prevent similar videos from appearing because the algorithm prioritizes viewing time over requests to see less of certain content.
Separately, TikTok has announced stronger age-verification measures across the EU to help identify underage accounts.
European Commission Executive Vice-President Henna Virkkunen said: “Every time a user scrolls or likes a video on TikTok, the algorithm serves more of the same leading users down rabbit holes they cannot easily escape from.”
What the EU wants TikTok to change
Regulators want TikTok to redesign its For You feed and give users greater control over recommendations.
Their proposed changes include:
- Giving users’ explicit content preferences greater weight.
- Removing viewing time as a recommendation signal.
- Making content controls easier to access and use.
- Regularly testing the algorithm for harmful recommendation patterns.
TikTok rejected the preliminary findings, calling the Commission’s statements “fundamentally inaccurate” and saying they distort its platform architecture and commitment to user safety. The company also said more than 79 million EU users used its “not interested” option or keyword filters during the first six months of 2026, The Guardian reported.
The findings add to a broader investigation launched in February 2024 into TikTok’s compliance with the DSA. The Commission has already issued preliminary findings concerning the platform’s addictive design and protection of minors.
TikTok can now examine the investigation documents and submit a written response. If regulators ultimately confirm the latest findings, the company could face a fine of up to 6% of its total worldwide annual turnover.
What users and technology teams should watch
The case raises a practical question: Does a platform’s preference setting actually change what it recommends? The Commission’s preliminary findings suggest TikTok’s engagement signals can outweigh users’ requests to see less of particular content.
For users, the useful check is whether unwanted recommendations decline after they adjust their preferences. If distressing material keeps returning, repeatedly selecting “not interested” should not become the only response; limiting exposure may be more useful than continuing to interact with the feed.
For technology and product teams evaluating services that use personalized recommendations, the case suggests three questions to put to vendors:
- Which signals take priority? Ask how viewing behavior is weighted against explicit preferences.
- How is effectiveness measured? Look for evidence that controls reduce unwanted recommendations, beyond figures showing how often people use them.
- How are vulnerable audiences considered? Ask how testing accounts for minors and users who may repeatedly encounter distressing material.
These questions can inform vendor reviews and product assessments. The practical lesson is to evaluate the results of a safety control alongside its availability and ease of use.
The case also adds to regulatory pressure on social media platforms. Readers should watch TikTok’s response and any final Commission decision for enforceable changes; the preliminary findings do not establish a rollout date for redesigned controls.
Read more: TikTok’s settlement of up to $400 million over children’s privacy shows how youth-protection disputes can lead to financial penalties and changes to platform operations.