TikTok promises to stop hidden ads after consumer groups complain

In February 2021, hidden ads became the latest issue with TikTok, when the European Consumer Organisation BEUC filed a complaint about the video app with the EU Commission and the network of national consumer protection authorities. — dpa

BRUSSELS: TikTok is promising to do a better job at protecting users from hidden ads, following complaints from consumer protection groups that users, particularly the app's millions of teenage fans, are not aware that many videos try to sell them something.

The EU Commission has announced that, after more than a year of talks, the makers of what is currently the world's most downloaded app have agreed to adapt their approach to EU rules and let users know when they are watching an ad.