TikTok's 'for you' page is now optional
In line with the EU’s Digital Services Act (DSA), TikTok have just announced that it will make its famous algorithmically-sorted For You Page optional in Europe by 28th August. The For You Page is the default view in TikTok and shows you content based on how you’ve watched and engaged with content before.
All major tech companies must follow the same laws - so you may be hearing similar announcements in the future from the likes of Meta, Youtube, X, etc.
HOW WILL AUDIENCES RESPOND?
TikTok’s For You Page is a well-loved and appreciated feature and isn’t often spoken about with the same negativity as other tracking features on social media. It’s a defining part of the app’s use and a main reason people choose to use it over alternatives.
As a result, we aren’t expecting widespread adoption of this optional feature.
WHAT WILL REPLACE THE FOR YOU PAGE?
Those opt-ing out of an algorithmic FYP will see “popular videos from both the places where they live and around the world” instead of content based on their personal interests.
Meanwhile videos under the “Following” and “Friends” feeds will be displayed in chronological order.
WHAT DOES THIS MEAN FOR THE UK?
They define Europe as countries within the European Economic Area, which doesn’t include the UK, but we don’t know if the UK will ask for similar protections in the future.
The UK operates under the Online Safety Bill instead, which TikTok have not mentioned.
HOW DOES THIS AFFECT ADVERTISING?
Users in Europe aged 13-17 will also no longer see personalised advertising based on their activities on or off TikTok.
WILL THERE BE ANY FURTHER CHANGES?
Nothing has been announced but TikTok have promised:
“We will continue to not only meet our regulatory obligations, but also strive to set new standards through innovative solutions and by working with our industry partners, regulators, lawmakers, and civil society.”
