Political advertising and the algorithm are once again in the spotlight – this time in Europe.
The European Commission has launched formal proceedings against TikTok following allegations the social media platform failed to prevent election interference during Romania's recent presidential vote.
Pro-Russia candidate’s win questioned
Romania’s top court annulled the results of the presidential election after allegations of Russian interference – populist pro-Russia candidate Calin Georgescu had initially claimed victory in the first round.
“Following serious indications that foreign actors interfered in the Romanian presidential elections by using TikTok, we are now thoroughly investigating whether TikTok has violated the Digital Services Act [DSA] by failing to tackle such risks,” European Commission president Ursula von der Leyen said in announcing the formal probe.
“We must protect our democracies from any kind of foreign interference,” von der Leyen said.
“Whenever we suspect such interference, especially during elections, we have to act swiftly and firmly.”
The Commission’s focus is trained on reports that Georgescu’s win was fuelled by bots and paid influencers backed by Russia.
Under particular scrutiny are TikTok's handling of political advertisements, paid political content and its algorithmic recommendation systems.
TikTok ordered to freeze data
Romanian authorities have declassified documents that show striking similarities between these TikTok campaigns and Russian influence operations in Moldova and Ukraine.
“This decision to open an investigation takes into account information received from declassified intelligence reports by the Romanian authorities, as well as third-party reports,” the European Commission said in a statement announcing the investigation.
On December 5, the Commission took action, invoking the Digital Services Act (DSA) to order TikTok to freeze data related to the Romanian election.
The DSA is a comprehensive regulatory framework governing the operations of major social media companies within the European Union.
Populist politicians invoke free speech
TikTok, owned by China-based ByteDance, defended its platform’s integrity, noting its proactive measures during more than 150 elections globally.
It invoked its ban on paid political advertisements and its efforts to remove content violating policies on misinformation and hate speech.
Right-wing European politicians have also been quick to leap to TikTok’s defence, calling the investigations themselves ‘censorship’ and an attack on free speech during a five-hour debate in the European Parliament yesterday.
The Commission’s investigation is a big step in what seems to be a global battle against election-related misinformation across a raft of social media platforms.
Not least of these platforms is Elon Musk’s X – formerly Twitter – which Musk used to personally promote and endorse Donald Trump during the recent US election.
The case has broader implications as Europe braces for upcoming elections, including Germany’s parliamentary vote in February and Croatia’s presidential election, beginning on December 29.
And it appears the EU means business: “It should be crystal clear that in the EU, all online platforms, including TikTok, must be held accountable,” von der Leyen said.
The timeline for the proceedings remains open-ended.