On 5 December, the European Commission secured a commitment from TikTok to implement advertising repositories to ensure full transparency regarding advertisements on its platform, in accordance with the Digital Services Act (DSA).
On 19 February 2024, the Commission initiated formal proceedings to assess whether TikTok may have breached the DSA. Regarding advertising transparency, the Commission published preliminary findings of non-compliance in May 2025 and accepted commitments from TikTok at that time.
The proceedings also explored the potential negative impacts associated with the platform’s design, including its algorithmic systems, age verification protocols, access to data for researchers (with preliminary findings adopted in October 2025), and the obligation to safeguard minors, which remains under investigation. Furthermore, in December 2024, the Commission commenced formal proceedings concerning TikTok’s management of risks associated with elections and civic discourse, an investigation that is still ongoing.
“Transparent ad practices can build trust in the online environment. Transparency is essential in uncovering scams, ensuring the integrity of information and keeping young users and children safe from lurking harm. The message is clear: our aim is compliance. When platforms engage constructively with the Commission, we are ready to accept solid commitments,” said Henna Virkkunen, Executive Vice-President for Tech Sovereignty, Security and Democracy.
Following extensive discussions with the Commission, TikTok has put forth binding commitments to address all concerns previously raised during the Commission’s investigation and preliminary findings issued in May 2025. These commitments are designed to enhance transparency and include the following measures:
1. TikTok will provide the complete content of advertisements as they are displayed in users’ feeds, including any URLs associated with those advertisements.
2. The platform will accelerate updates to its repository, ensuring that all relevant information is made available within a maximum timeframe of 24 hours.
3. TikTok will disclose the targeting criteria employed by advertisers, along with aggregated user data that includes demographics such as gender, age group, and the Member State where the targeted users are located. This will enable researchers to conduct thorough analyses of ad targeting and delivery practices.
4. The platform will implement additional search options and filters to facilitate easier access for users seeking to locate specific advertisements.
The DSA mandates that platforms maintain an accessible and searchable repository of the advertisements running on their services. These repositories play a vital role for regulators, researchers, and civil society in identifying fraudulent activities, illegal or age-inappropriate products, misleading advertisements, and coordinated information operations, particularly in the context of elections.
TikTok is required to implement these commitments at the earliest opportunity, adhering to deadlines established in collaboration with the Commission, which range from 2 to 12 months, depending on the specific commitment. The Commission will diligently monitor TikTok’s compliance with these binding commitments under Article 71 of the DSA, as well as its broader obligations under the DSA.
