TikTok has come under scrutiny from the European Union, which claims that the platform's design encourages addictive behavior among users. In response to these allegations, Lukasz Lindell, head of communications for TikTok in the Nordic region, asserted that the company has implemented various features intended to help users manage their time on the app. Speaking at the Ctrl Rights youth conference in Stockholm, he emphasized the importance of fostering a healthy relationship with users, stating that it is more advantageous for TikTok to have users engage with the platform moderately rather than excessively.

Lindell highlighted specific functionalities embedded in the app, aimed at reminding users to take breaks and guiding them to spend their time more wisely. The criticisms from the EU regarding TikTok focus on issues such as endless scrolling, automatic playback of new videos, and engaging push notifications that make it easy for users to lose track of time. Lindell responded to these concerns by insisting that TikTok is committed to enhancing its methods of user engagement and is open to ongoing dialogue about improvements.

This ongoing tug-of-war between TikTok and the EU raises significant questions about user addiction and the responsibility technology companies hold in promoting healthier consumption patterns. As the EU pushes for better practices and transparency from social media platforms, TikTok's response may shape how digital services adapt and evolve in response to regulatory scrutiny, ultimately impacting user experience and platform engagement.