As part of its continued commitment to transparency under the EU Code of Practice, TikTok has recently published its latest Transparency Report, offering detailed insights into its enforcement actions across European Union member states throughout the second half of 2024. The report, which spans an extensive 329 pages, sheds light on TikTok’s proactive measures against misinformation, synthetic media, foreign influence operations, and more.
The rise and widespread adoption of platforms like TikTok have significantly shaped the landscape of digital X marketing, prompting increasing scrutiny and regulation from European policymakers. Let’s dive into the key highlights from TikTok’s Transparency Report to better understand how the platform manages content moderation, user interactions, and safeguards against misinformation and artificial intelligence manipulation.
TikTok Steps Up Enforcement Against Political Advertising
One notable highlight from TikTok’s transparency data is the extensive removal of political advertisements. The report disclosed that in the second half of 2024 alone, TikTok removed a total of 36,740 political ads across EU member states. Political advertising, strictly prohibited on TikTok, remains a challenge, as political organizations increasingly recognize the platform’s massive reach and potential influence.
While political groups continue to attempt leveraging TikTok’s popularity for political messaging and X marketing efforts, the company’s swift enforcement actions underscore its commitment to maintaining neutrality and transparency. This ongoing vigilance highlights TikTok’s proactive stance in managing content moderation, safeguarding users, and complying with stringent EU guidelines.
Combatting Fake Accounts and Engagement Manipulation
In an effort to protect authenticity and genuine interactions on its platform, TikTok took significant action against fake accounts and manipulated engagements. According to the latest transparency figures, nearly 10 million fake accounts were removed from the platform in the second half of 2024. Alongside account removals, TikTok also eliminated approximately 460 million fake likes attributed to these deceptive profiles.
Fake accounts and engagements often serve as tools in unethical X marketing practices, used to artificially inflate content popularity and manipulate the platform’s content ranking algorithm. By aggressively removing such activity, TikTok ensures more genuine engagement and a healthier user experience for its expansive user base across Europe.
Addressing the Growing Challenge of AI-Generated Content
As artificial intelligence continues to revolutionize content creation, TikTok faces an emerging challenge—monitoring and moderating AI-generated or synthetic media. In H2 2024, TikTok’s report indicates the removal of 51,618 videos that violated its synthetic media and AI-generated content guidelines.
TikTok has actively strengthened its moderation protocols, becoming the first major platform to implement the Coalition for Content Provenance and Authenticity (C2PA) Content Credentials. This advanced technology helps identify and automatically label AI-generated content, even if originating from external platforms.
TikTok’s official statement on AI moderation notes: “In the second half of 2024, we continued to invest in our work to moderate and provide transparency around AI-generated content. We tightened our policies prohibiting harmfully misleading AI-generated content and joined forces with our peers on a pact to safeguard elections from deceptive AI.”
This step highlights TikTok’s commitment to responsible digital content and a proactive stance against unethical X marketing practices leveraging synthetic media.
The role of AI-generated misinformation in electoral contexts remains minimal according to reports by Meta. Meta’s recent data indicated that AI-generated misinformation related to political content represented less than 1% of their overall misinformation moderation efforts. TikTok’s figures similarly underscore that while AI-generated misinformation remains a small share, even limited instances can significantly impact public discourse, especially in politically sensitive periods.
Fact-Checking Partnerships and Tackling Disinformation
While other platforms have increasingly leaned toward crowd-sourced moderation models—such as Meta’s Community Notes—TikTok has expanded its partnerships with independent fact-checking organizations across the EU. The Transparency Report highlights TikTok’s onboarding of two new fact-checking partners during H2 2024, expanding its coverage across Europe significantly.
TikTok now collaborates closely with 14 organizations accredited by the International Fact-Checking Network (IFCN) across the European Union, EEA, and wider European regions. These partners have technical expertise and training to impartially verify content accuracy and combat misinformation, contributing significantly to the platform’s ongoing efforts in content moderation and transparency.
Interestingly, TikTok’s strategy highlights the effectiveness of clearly labeled content warnings. The platform reported a notable 32% average decrease in content shares among European users when an “unverified claim” notification was displayed. These results demonstrate the potential value and impact of clearly signposted misinformation, enhancing user awareness and supporting informed decisions.
Implications for X Marketing in Europe
As TikTok’s platform continues its rapid growth across Europe, the implications of content moderation and transparency initiatives are particularly significant for businesses and marketers relying on digital and social platforms for audience engagement. The platform’s stringent moderation policies and emphasis on authenticity set clear parameters for ethical X marketing practices.
Brands and marketers must navigate these moderation guidelines carefully, ensuring compliance and authenticity in all forms of engagement. TikTok’s emphasis on transparency underscores the necessity of ethical and responsible X marketing, offering brands both challenges and opportunities in developing credible content strategies that resonate genuinely with users.
The ongoing evolution of content moderation standards, particularly regarding synthetic AI media and political misinformation, provides valuable insight for marketers and advertisers. Keeping abreast of TikTok’s latest policies and enforcement actions enables businesses to adjust their X marketing strategies effectively, ensuring sustained engagement, trust, and credibility among TikTok’s vast European user base.
Conclusion: Continued Vigilance and Transparency Essential for TikTok
TikTok’s detailed Transparency Report offers critical insight into the challenges digital platforms face regarding misinformation, political advertising, fake engagements, and AI-generated content. The report highlights the company’s proactive enforcement measures to maintain trust and integrity, reflecting TikTok’s commitment to responsible content moderation and transparent operations across the EU.
As digital X marketing strategies increasingly rely on platforms such as TikTok, maintaining an ethical, authentic presence has never been more important. Marketers must ensure compliance with evolving content guidelines and prepare proactively for greater transparency in their digital communications.
TikTok’s rigorous enforcement and transparency efforts serve as a clear reminder that authenticity, integrity, and vigilance remain key components in successful digital marketing strategies. By prioritizing these principles, businesses can effectively leverage TikTok’s powerful platform for meaningful audience engagement, building trust and fostering genuine connections across the dynamic digital landscape.