TikTok has agreed to terminate its Lite Rewards programme permanently in the European Union.Â
This decision follows an investigation by the European Commission, which raised issues about the scheme’s impact on young users’ mental health.
Earlier this year, the rewards mechanism, available in TikTok Lite, allowed users in France and Spain to earn points for engaging with in-app activities such as watching and liking videos.Â
These points could be exchanged for Amazon vouchers. However, the European Commission halted the programme’s operation in April due to fears that it could lead to addictive behaviours among young people.
The European Union’s Digital Services Act (DSA) was part of this investigation, which has now concluded with TikTok withdrawing the feature permanently. This prevents TikTok from reintroducing the rewards system under a different name or launching an equivalent version.Â
The resolution does not prohibit TikTok from exploring other reward features in the future, provided they adhere to EU regulations.
Thierry Breton, the EU’s internal market commissioner, commented on the importance of protecting young Europeans from harmful social media practices, stating, “The available brain time of young Europeans is not a currency for social media—and it never will be.”
TikTok’s spokesperson, Elliott Burton, confirmed the company’s cooperation with the European Commission, stating that TikTok is pleased to have reached an amicable resolution. The company had already voluntarily suspended the Lite Rewards programme following the investigation’s launch.
Although this particular case has been resolved, the European Commission continues to examine other aspects of TikTok’s operations. There are still ongoing issues about the main app’s algorithm, particularly the possibility of leading users towards more extreme content. The Commission is also assessing TikTok’s age-assurance measures and compliance with DSA transparency requirements.
