TikTok Introduces New Safety Innovations for European Users

Overview

• TikTok unveils updates to enhance user safety, security, and community support for its European users.
• Introduction of Project Clover to ensure localised data storage in Europe.
• Expanded mental health resources for real-time support.
• Refined age assurance policies use AI and moderation to enforce a 13+ age requirement.
• Updates to digital effects restrict appearance-altering features for teens and improve transparency.
• House of Marketers Insights on what these updates mean for creators and marketers. 

TikTok has announced a series of groundbreaking updates as part of its continued commitment to user safety, security, and community support across Europe. With over 175 million monthly users in the region, TikTok is setting new standards in transparency and innovation.

From advanced data security measures to expanded mental health support, these initiatives are designed to create a safer, more inclusive platform for everyone.

What Does TikTok’s Latest Safety Initiative Mean for Europe?

At its recent European Safety Forum in Dublin, TikTok unveiled significant steps toward enhancing safety and security on the platform. These efforts align with TikTok’s vision of supporting its growing community while meeting the evolving needs of its users.

This includes a €2 billion global investment in safety by the end of 2024, along with updates that address data security, mental health resources, and age assurance policies.

Source: TikTok

Key Updates and Features

Here are the four key areas TikTok is prioritising as part of its ongoing commitment to innovation and responsibility:

• Project Clover: Advancing Data Security

• Expanding Mental Health Support

• Enhancing Age Assurance Efforts

• Addressing Teens’ Concerns About Digital Effects

Each of these initiatives is designed to reinforce TikTok’s commitment to a safe, and inclusive platform. Let’s take a closer look at how these updates are shaping the future of TikTok for its European community.

1. Project Clover: Advancing Data Security

To ensure user trust and comply with European data regulations, TikTok is leading the way with its innovative Project Clover initiative. This project entails:

• Localised Data Storage: TikTok has begun migrating European user data to its new data centre in Norway, complementing its existing centres in the US and Ireland.
• Independent Oversight: Cybersecurity experts from NCC Group now continuously monitor TikTok’s data controls and access protocols.

These advancements highlight TikTok’s commitment to protecting user information with cutting-edge security measures.

2. Expanding Mental Health Support

Building on its mission to support user well-being, TikTok is introducing enhanced mental health resources across Europe.

• Connecting Users to Helplines: When users report harmful content, they will now be redirected to trusted local helplines in 13 European countries, including SpunOut (Ireland), Nummergegen Kummer (Germany), and Bris (Sweden).
• Immediate Assistance: These resources offer counseling, advice, and psychological support while content is reviewed.

This wider rollout follows a successful pilot in France, recognised as a best practice by the French government. By addressing users’ needs in real time, TikTok ensures that its platform remains a place of safety and support.

3. Enhancing Age Assurance Efforts

Transitioning to another key focus area, TikTok is refining its age assurance policies to keep its platform safe for young users.

• Neutral Age Verification: TikTok uses unbiased methods to verify users’ ages, avoiding prompts that nudge toward a specific response.
• TikTok’s AI-powered updates are on a roll. TikTok also uses AI for user moderation. Advanced machine learning tools identify suspected accounts that belong to users under the age of 13.
• Globally, TikTok removes approximately 6 million accounts monthly for failing to meet the minimum age requirement.

Additionally, TikTok is partnering with leading organisations like WeProtect Global Alliance to develop industry-wide standards for age assurance, balancing safety with user privacy.

4. Addressing Teens’ Concerns About Digital Effects

In response to growing concerns about the impact of digital effects, TikTok commissioned the report “Unfiltered: The Role of Authenticity, Belonging, and Connection” in partnership with Internet Matters. This study provided valuable insights into how teens use effects, and how it affects their self-image.

To address these findings, TikTok is rolling out the following updates:

• Certain effects that alter appearance will now be age-restricted for users under 18.
• Users will be informed about how effects change their appearance, fostering awareness and authenticity.
• TikTok is enhancing resources for developers to minimise unintended consequences with certain effects.

These updates ensure that TikTok remains a platform where teens feel confident and supported while expressing themselves.

House of Marketers Insights

For marketers and creators, TikTok’s latest updates represent an exciting opportunity to work with a transparent platform like TikTok.

Together, these initiatives illustrate TikTok’s unwavering commitment to fostering a safe, inclusive, and trusted digital environment. From protecting user data to supporting mental health and empowering teens with transparency, TikTok continues to lead the way in responsible social media innovation.

Looking Ahead: TikTok’s Vision for Europe

As TikTok invests in the future, its focus remains clear. With initiatives like Project Clover, expanded helplines, and new standards for digital effects, TikTok is setting a benchmark for what a responsible platform can achieve.

TikTok’s ongoing efforts reinforce its role as a cultural and social hub where creators, businesses, and everyday users can thrive together.

Ready to discover TikTok’s innovations and see how they’re shaping a safer, more connected online world? Contact House of Marketers today to explore how our expertise can help you craft effective ad campaigns that resonate with your audience and achieve your goals.