Legal Update: TikTok May Have Breached the Digital Services Act by Hiding Key Details About Ads and Targeting
The EU says TikTok’s ad repository hides key information about paid content and advertising, and may have breached transparency laws.
TikTok is under fire in Europe. The European Commission believes the platform’s ad transparency tools are failing, and possibly breaking the law. A preliminary finding says TikTok’s ad repository does not show who paid for ads, who they targeted, or what they promoted. If confirmed, the consequences could be huge.
TikTok in Trouble Over Ad Transparency: The EU Says Its Repository Fails the Test
On 15 May 2025, the European Commission notified TikTok that it might be in breach of the Digital Services Act. At the centre of the Commission’s complaint is TikTok’s advertising repository, or more specifically, what it fails to do.
According to the European Commission, TikTok's advertisement repository fails to meet the standards set out under the Digital Services Act. These standards are not optional; they form part of the core transparency obligations that apply to Very Large Online Platforms (VLOPs) operating in the EU. TikTok, given its size and reach, falls into that category.
The law requires platforms to maintain a public repository of all ads shown on their service. This repository should clearly state what the ad is promoting, who paid for it, and which user groups were targeted.
The goal is to allow independent researchers, civil society groups, journalists, and others to scrutinise online advertising practices. This kind of transparency is especially important during politically sensitive periods such as election campaigns, or when dealing with scams and misleading content that can harm consumers.
The Commission's preliminary view is that TikTok's current repository does not do the job. It does not give sufficient information about the content of ads, nor does it say who paid for them or how users were chosen to see them.
Even worse, the repository is reportedly difficult to search in any meaningful way. This makes it hard, or even impossible, for researchers and watchdogs to track patterns, detect harmful behaviour, or understand how users are being influenced through paid content.
According to the Commission, the repository is supposed to make it possible for the public, including researchers and civil society, to see:
what ads are being run
who paid for them
who they are targeting
This is more than just a technical shortcoming. Without access to this information, the public is left in the dark about their information and how it is being used by TikTok. It limits democratic oversight and weakens trust in online platforms.
The Commission is treating this as a serious failure to comply with the DSA’s requirements, which were specifically designed to improve transparency and accountability in digital advertising. TikTok now faces the prospect of penalties if these concerns are confirmed.
How We Got Here and What Happens Next?
This is not the beginning of TikTok’s regulatory challenges in the EU.