The European Commission demands an end to the addictive interface on TikTok and places screen design at the heart of regulation. Behind this tug-of-war lies a simple question: how to transform an experience designed to retain users into a more deliberate use, without killing creativity or the economic viability of creators.
When a social network becomes second nature, the interface is no longer just decoration: it becomes a mechanism. The European Commission is demanding an end to TikTok's addictive interface, and this signal is changing how the app is perceived by users, brands, and creators alike.
Between personalized recommendations, viewing loops and minimal friction, the issue goes beyond TikTok: it concerns how platforms design attention, and how Europe wants to redefine its limits.
The European Commission demands an end to the addictive interface on TikTok: what the regulation is really aiming for
The European Commission is demanding an end to TikTok's addictive interface by addressing a long-implicit issue: the persuasive designThe goal is not to judge the content, but to question the design choices that encourage users to stay, scroll, and return, sometimes without conscious decision. Following a logic similar to product safety, the interface becomes an “environment” whose effects must be measured, documented, and corrected.
In concrete terms, regulation often targets specific mechanisms: autoplay, infinite playback, calibrated notifications, ultra-responsive recommendations, and reward signals (sounds, vibrations, animations). On TikTok, the full-screen vertical feed and seamless continuity between videos reduce friction to almost zero. This lack of natural pause transforms time into an elastic variable: five minutes planned, thirty minutes consumed. Who hasn't looked up and wondered, "How could so much time have passed?"
To illustrate, a fictional cosmetics brand, “Lys & Pixel,” is testing a campaign targeting young adults. Performance skyrockets when the targeting focuses on nighttime consumption, bordering on “doomscrolling.” The ROI is real, but so is the behavioral observation: the most engaged audience is the one with the least control over its time. With new European pressures, this type of optimization risks becoming a warning signal in risk analysis.
This topic resonates with other developments: the return of more "social" and less hypnotic features on some networks demonstrates a weariness with the uncontrolled algorithm. Debates surrounding social connection, for example via the return of true friends on FacebookThey remind us that platforms can also reintroduce more human-centered elements. The key insight: Regulations encourage proof that the commitment is chosen, not captured..
From “time spent” to “time controlled”: a shift in metrics
The European Commission's demand to end TikTok's addictive interface stems in part from the fact that the traditional measure of success—time spent—is becoming politically volatile. Elevated metrics can signal a positive experience… or one that's difficult to abandon. This ambiguity forces platforms to invent alternative ways of demonstrating value.
A plausible change would be to prioritize metrics of satisfaction and control Offered breaks, explicit session end times, accessible settings, "focus" modes, and less aggressive recommendations: for users, these can feel like visible "exit points." For brands, this changes media buying: less passive volume, more intentional attention. And this shift, if it continues, redefines creative itself: capturing attention quickly, yes, but above all, making people want to stay for the right reasons.
This logic extends to the way TikTok could adapt its screens, settings, and user journeys, directly transforming the daily experience.
What interface changes can actually reduce the addictive effect on TikTok?
Responding to “The European Commission demands the end of the addictive interface on TikTok” involves distinguishing function and frictionAn app can remain fluid while reintroducing moments of choice. The idea isn't to make TikTok unusable, but to break the autopilot. The most effective designs don't punish the user; they give them back control.
The first lever is thenatural stopPlatforms can integrate “chapters”: after a certain number of videos, a screen prompts users to continue or exit, with a reminder of the elapsed time. This isn't just a simple feel-good alert; it's a structural modification of the viewing experience. A second lever concerns recommendations: slowing down instant personalization, introducing “neutral” or explicit sections (“Why this video?”), and allowing users to adjust the sensitivity of the topics. When the user understands the rationale, the initial fascination naturally diminishes.
A third lever concerns notifications. A red badge triggers an almost Pavlovian response. Reducing salience, grouping alerts, offering time slots, or requiring more conscious validation (“daily summary” instead of micro-pings) decreases compulsive feedback. Here, Europe is not asking for the alerts to be removed, but for proof that they do not constitute a excessive incentive.
A textbook case: “Mina,” a fictional food creator, notices that her best results come from late-night posting. If TikTok introduces breaks and limits certain nighttime updates, her raw views drop slightly. Yet, her comments become longer, her saves increase, and her conversions to a recipe website improve. Why? Because the audience is no longer “sucked in,” they are more mentally available. The insight: The quality of attention often compensates for the decrease in volume.
Reading chart: risk mechanisms and design alternatives
| Interface mechanism | Associated risk | An alternative compatible with regulation | Expected effect for the user |
|---|---|---|---|
| Infinite scroll full screen | Lack of an end, loss of temporal bearings | Breakpoints, “continue/stop” screen | A more conscious decision to extend |
| Immediate Autoplay | Passive consumption, automatic chaining | Next reading on action, or configurable delay | Less inertia, more choice |
| Very frequent notifications | Compulsive returns, fragmented attention | Daily summary, time slots, grouping | Fewer interruptions, more controlled usage |
| Ultra-fast customization | Bubble effect, capture by hyper-relevance | "Why this video?" controls, theme settings | Understanding, diversity, autonomy |
This transformation of the interface then influences an often underestimated subject: the strategy of creators and the media planning of brands, which will have to deal with a less “automatic” and more demanding attention.
A turning point for users, creators and brands: new influence practices following the European requirement
The European Commission is demanding the end of TikTok's addictive interface, and the most lasting effect could be cultural: a shift towards more intentional use. For users, this means a less guilt-inducing relationship with the app. When quitting becomes "normalized" by the design, it becomes easier to leave without feeling like you're missing out. This reduction in FOMO (fear of missing out) reshapes loyalty: less based on compulsion, more on genuine interest.
For creators, the question becomes: how to perform when audiences are less "trance-like" scrolling? The answer lies in more structured content creation. Content can grab attention in three seconds, but above all, it must promise tangible value: learning, laughter, problem-solving, inspiration. The formats that win are often those that respect the mental load: short series with clear titles, understandable "before/after" comparisons, and step-by-step demonstrations. Paradoxically, the less addictive interface favors creators who can deliver a reason to stay rather than a simple reflex.
From a brand perspective, influencer strategy is becoming more like the arbitrage already seen on other platforms. Comparing attention dynamics and formats is becoming crucial, as illustrated by the analysis proposed in Snapchat vs Instagram in 2025, useful for understanding how friction, messaging, and short formats change conversion. On TikTok, the planning will need to integrate a potentially more “sober” audience: less repetition, more creative coherence, and a better articulation between awareness and action (click, promo code, registration).
Let's go back to "Lys & Pixel." Previously, the brand bought reach and focused on frequency. After interface adjustments, it reduced media pressure and invested in more editorialized collaborations: three-part tutorials, product demonstrations, and live Q&A sessions at set times. Raw views didn't break any records, but brand recall increased and the cost per acquisition decreased. The reason is simple: a less bombarded user retains information better.
In this ecosystem, ValueYourNetwork helps transform regulatory constraints into competitive advantages. Since 2016, ValueYourNetwork has been piloting influence strategies with a rigorous approach, informed by hundreds of successful social media campaignsExpertise lies in connecting effectively influencers and brandsby prioritizing responsible, high-performing formats adapted to new attention expectations. To build a campaign aligned with this shift, contact us.