EU says TikTok’s For You feed breaches the DSA over ‘rabbit holes’

The European Commission has preliminarily found that TikTok breached the Digital Services Act (DSA) through the “rabbit hole effect” of its For You feed, as reported by PPC Land on November 6, 2026. Brussels says TikTok did not properly assess the risk and that its fixes do not work. If confirmed, the fine could reach 6% of worldwide annual turnover.

What did the EU find about TikTok’s For You feed?

The Commission’s preliminary view is that TikTok failed on two DSA duties: assessing systemic risk (Article 34) and mitigating it (Article 35). According to PPC Land’s summary of the announcement, the algorithm treats repeated watching or liking of content about, for example, weight loss or body image as a sign of interest and serves more of it.

The Commission also says TikTok’s diversification measures and the “not interested” button are not effective, and that the algorithm prioritises viewing time over a user’s choice to see less of something. Among its examples of changes: rely more on explicit preferences, disable viewing time as a recommendation indicator, improve user controls and test the algorithm regularly. The findings are preliminary; TikTok can reply in writing, and no decision date has been given.

Could TikTok stop using viewing time to rank videos?

It is possible, but far from settled. The Commission lists it as an example, sets no technical standard and no deadline, and says nothing about creators, brands or reach. Any final details would likely come in a decision or in commitments from TikTok.

Still, the signal it names is one of the most basic inputs in short-form video ranking. If a feed weighted stated preferences (follows, topics, “not interested”) more and watch behaviour less, the mix of organic videos that travel in Europe could shift. How much is unknowable from the announcement. The Commission’s case also concerns organic recommendations, not ad delivery or targeting, so paid products are not directly touched.

This is also part of a broader pattern: the same proceedings already produced preliminary findings on TikTok’s addictive design in February 2026, and PPC Land notes similar findings against Meta in July 2026. For more context, follow our AI & Tech coverage.

What should marketers and creators do about the TikTok DSA case?

Nothing needs to change today, but it is worth preparing for a feed that rewards different signals.

• Do not rebuild strategy yet. The findings are preliminary, and fines or orders depend on a final decision.
• Diversify distribution. If a large share of your reach comes from For You, build email, search and other channels so one ranking change hurts less.
• Invest in explicit signals. Content that earns follows, saves and clear topical identity is less exposed to a shift away from watch time.
• Track your own data. Note retention and reach for EU audiences now, so you can spot any change after TikTok responds.
• Watch for TikTok’s reply and the Commission’s next step. A past DSA fine (Temu) came with an action plan, which is where the missing details may appear.

Sources

• PPC Land: TikTok faces fine of up to 6% over For You feed ‘rabbit holes’