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EU to review TikTok’s ToS after child safety complaints

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TikTok has a month to respond to concerns raised by European consumer protection agencies earlier this year, EU lawmakers said today.

The Commission has launched what it described as “a formal dialogue” with the video sharing platform over its commercial practices and policy.

Areas of specific concern include hidden marketing, aggressive advertising techniques targeted at children and certain contractual terms in TikTok’s policies that could be considered misleading and confusing for consumers, per the Commission.

Commenting in a statement, justice commissioner Didier Reynders added: “The current pandemic has further accelerated digitalisation. This has brought new opportunities but it has also created new risks, in particular for vulnerable consumers. In the European Union, it is prohibited to target children and minors with disguised advertising such as banners in videos. The dialogue we are launching today should support TikTok in complying with EU rules to protect consumers.”

The background to this is that back in February the European Consumer Organisation (BEUC) sent the Commission a report calling out a number of TikTok’s policies and practices — including what it said were unfair terms and copyright practices. It also flagged the risk of children being exposed to inappropriate content on the platform, and accused TikTok of misleading data processing and privacy practices.

Complaints were filed around the same time by consumer organisations in 15 EU countries — urging those national authorities to investigate the social media giant’s conduct.

The multi-pronged EU action means TikTok has not just the Commission looking at the detail of its small print but is facing questions from a network of national consumer protection authorities — which is being co-led by the Swedish Consumer Agency and the Irish Competition and Consumer Protection Commission (which handles privacy issues related to the platform).

Nonetheless, the BEUC queried why the Commission hasn’t yet launched a formal enforcement procedure.

We hope that the authorities will stick to their guns in this ‘dialogue’ which we understand is not yet a formal launch of an enforcement procedure. It must lead to good results for consumers, tackling all the points that BEUC raised. BEUC also hopes to be consulted before an agreement is reached,” a spokesperson for the organization told us. 

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Also reached for comment, TikTok sent us this statement on the Commission’s action, attributed to its director of public policy, Caroline Greer: 

As part of our ongoing engagement with regulators and other external stakeholders over issues such as consumer protection and transparency, we are engaging in a dialogue with the Irish Consumer Protection Commission and the Swedish Consumer Agency and look forward to discussing the measures we’ve already introduced. In addition, we have taken a number of steps to protect our younger users, including making all under-16 accounts private-by-default, and disabling their access to direct messaging. Further, users under 18 cannot buy, send or receive virtual gifts, and we have strict policies prohibiting advertising directly appealing to those under the age of digital consent.

The company told us it uses age verification for personalized ads — saying users must have verified that they are 13+ to receive these ads; as well as being over the age of digital consent in their respective EU country; and also having consented to receive targeted ads.

However, TikTok’s age verification technology has been criticized as weak before now — and recent emergency child-safety-focused enforcement action by the Italian national data protection agency has led to TikTok having to pledge to strengthen its age verification processes in the country.

The Italian enforcement action also resulted in TikTok removing more than 500,000 accounts suspected of belonging to users aged younger than 13 earlier this month — raising further questions about whether it can really claim that under-13s aren’t routinely exposed to targeted ads on its platform.

In further background remarks it sent us, TikTok claimed it has clear labelling of sponsored content. But it also noted it’s made some recent changes — such as switching the label it applies on video advertising from “sponsored” to “ad” to make it clearer.

It also said it’s working on a toggle that aims to make it clearer to users when they may be exposed to advertising by other users by enabling the latter users to prominently disclose that their content contains advertising.

TikTok said the tool is currently in beta testing in Europe but it said it expects to move to general availability this summer and will also amend its ToS to require users to use this toggle whenever their content contains advertising. (But without adequate enforcement that may just end up as another overlooked and easily abused setting.)

The company recently announced a transparency center in Europe in a move that looks intended to counter some of the concerns being raised about its business in the region, as well as to prepare it for the increased oversight that’s coming down the pipe for all digital platforms operating in the EU — as the bloc works to update its digital rulebook.

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APPS

Best ASO Tips To Boost Your App Search In 2022

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You need your application to be really effective in the overpopulated application market. Then, at that point, you will have to drive downloads to endure. So when it’s all said and done, you must account for yourself. Get your application the consideration it merits.

The uplifting news, however, is that customers love to download applications – last year, we downloaded in excess of 200 billion applications around the world, and that figure is set to increment to 258 billion every year by 2022 as cell phone reception increments.

Assuming you need to be seen and have your application downloaded by however many clients as could reasonably be expected, then, at that point, you should begin by taking a gander at the application store.

Underneath, we’ve assembled probably the best application store improvement methods to assist you with creating more downloads in 2021 and then some…

Start with Your Application Name 

The odds are you as of now have an extraordinary name for your application, yet an appropriately advanced application is about significantly more than marking.

Assuming you need to amplify transparency and guarantee you’re showing up when clients look for applications like yours, you ought to remember the primary keywords for your application name or title, comparable to how you’d make a title label while improving a site page.

You could begin with your application name so it tends to be plainly recognized, thus it appears on the home screen of gadgets.

Then, at that point, you can add a scramble or vertical bar prior to adding a few pertinent watchwords to your speciality, or even put your application name in quotes as we did with FORE Business Golf Networking.

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Urge Users to Leave Reviews 

You could ask for reviews by clients through the means of your site, or through an in-application notice toward the finish of their meeting, yet make sure to restrict the number of pop-ups you execute with the goal that you don’t disturb or disappoint your clients, as this could urge them to erase your application.

We’d support all application engineers and entrepreneurs to react to criticism on their applications, as this can further develop client relations and resolve issues in an open arena.

Zero in on Your Application Depiction 

Your application depiction is your principle assemblage of text your landing page content, in a manner of speaking. Utilize a site like KeywordTool.io to discover information on your picked catchphrases to expand your openness. As portrayals are shortened, ensure you remember the main data for the initial three lines of your depiction, and afterwards add things like social confirmation, emoticon, and suggestions to take action to build commitment and downloads.

Incorporate Appealings Screen Captures 

Pictures and recordings won’t help your application rank, yet they will expand changes and assist clients with working out whether it’s an application they truly need.

There’s a little guide in empowering clients toward downloading your application if in any case, they’re not going to interface with it, or download and leave a negative survey when they understand it wasn’t what was promoted.

Assuming you need to ‘tart up’ your item page, then, at that point, you can add marking and extra text and data and designs to your recordings and screen capture, yet they ought not to diminish your item.

Pay for App Store or Play Store 

As we have SEO and pay-per-click, you need to work one next to the other (one is a gradual methodology with long haul benefits – the other is a speedy success yet requires an endless spending plan), application store promotions can be utilized to get the message out with regards to your new programming and assist you with positioning at the highest point of query items pages – in front of your opposition and enormous names in the application world.

Keep in mind, you’ll need to focus on the right crowd and art an advertisement that will assist you with changing over and that since you’re paying for situations, that doesn’t mean clients will download or cooperate with your application.

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Wrapping Up!

You can employ a group of  App  Store Optimization Services suppliers to benefit a scope of application store improvement administrations, including watchword advancement, resource enhancement, and restriction to guarantee your application is seen by individuals that matter.

We have long periods of involvement in creating and showcasing applications and have assisted different customers with expanding their downloads by infiltrating rewarding and regularly undiscovered business sectors.

Author:
Prachi Gupta likes to write information about Digital Marketing Trends that can help audience to grow their business.

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