EU Orders TikTok to End Infinite Scroll and Autoplay

The European Union just drew a line in the sand against social media addiction, demanding that TikTok remove features designed to keep users endlessly scrolling.

The European Commission's preliminary findings call out TikTok's infinite scroll, autoplay videos, and constant push notifications as intentionally addictive. Regulators say these design choices put users, especially teens and vulnerable adults, into "autopilot mode" that reduces self-control.

"By constantly 'rewarding' users with new content, certain design features of TikTok fuel the urge to keep scrolling," the Commission stated. The investigation found TikTok ignored key warning signs of compulsive use, like how much time users spend on the app late at night and how frequently they open it.

The Commission wants TikTok to overhaul its basic design by disabling infinite scroll, adding mandatory screen time breaks, and changing how its recommendation system works. These changes would mark a dramatic shift from the current model that keeps users engaged for as long as possible.

TikTok disputes the allegations, calling them "categorically false and entirely meritless." The company points to existing screen-time management tools and parental controls as evidence of their commitment to user safety.

But EU regulators say those tools fall short because they're too easy to dismiss and require extra effort from parents. The Commission argues that real protection means building healthier defaults into the app itself, not just offering optional tools that users can ignore.

The Ripple Effect

This action reflects a growing global movement to redesign social media around human wellbeing instead of maximum engagement. Australia recently banned social media for users under 16, while the UK, Spain, France, Denmark, Italy, and Norway are exploring similar protections. In the United States, 24 states have passed age verification laws.

The stakes are high for TikTok. Confirmed violations of the EU's Digital Services Act can result in fines up to 6% of global annual revenue. More importantly, if TikTok complies, other platforms may need to follow suit across Europe.

The investigation suggests a future where social media companies must prove their designs protect users rather than exploit human psychology. That shift could benefit hundreds of millions of people who struggle to control their social media use.

Parents, educators, and mental health advocates have long argued that addictive app design harms young people's development and mental health. Now regulators are backing those concerns with enforcement power.

While TikTok prepares its formal response, the conversation has already changed: the burden of proof is shifting from users managing their own habits to platforms building healthier experiences from the ground up.