European Union: TikTok changes EU Consumer Protection Practices following dialogue

On 21 June 2022, the EU Commission announced that TikTok, following dialogues with the Commission and national consumer protection authorities, had agreed to align its practices with EU advertising and consumer protection rules. The Commission lists a number of new commitments, including the prohibition of the promotion of inappropriate products, the review of content from users with more than 10,000 followers, the use of a new label to identify paid advertisements, and the possibility of reporting undisclosed branded content.