Under pressure from the European Commission, ByteDance, owner of the video-sharing app TikTok, has agreed to do more to protect children from hidden advertising and inappropriate content.
The Chinese-owned company fell under the spotlight in February last year following complaints from the European Consumer Organization that it was failing to comply with the Unfair Commercial Practices Directive, the Consumer Rights Directive and the Unfair Contract Terms Directive.
There's a new policy for branded content, banning the promotion of inappropriate products and services, such as alcohol, 'get rich quick' schemes and cigarettes. Paid ads will be identified with a new label, which will be tested for effectiveness by a third party, and users will be able to report undisclosed branded content, with new rules for hashtags and labels also to be be implemented.
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