European regulators launched an inquiry soon after, citing the feature's potential for encouraging addiction - particularly in young people. TikTok responded today by suspending the feature in the EU while it addresses the investigation.
Inside the app is a rewards hub that pays users in 'coins' for doing things like logging in, watching ads, and liking videos. Coins can be redeemed for things like Amazon vouchers and PayPal gift cards. But you have to do a whole lot of engaging to make any significant amount of money - an hour of watching videos only earns about 36 euro cents (or 38 cents).
Citing the EU's Digital Services Act, the commission took action, citing particular concerns with the reward feature's potentially 'addictive effect' on children.
Speaking to Reuters, a TikTok spokesperson emphasized that the feature isn't available to users under 18, but the European Commission's complaint suggests that TikTok's age verification mechanisms may not be strong enough to prevent kids from signing up anyway.
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