Meta and TikTok under the eye of the European Commission. EU DSA tests advertising limits in e-commerce

The European Commission accuses platforms of deficiency of transparency

On 24 October 2025, the European Commission reported that Meta and TikTok had violated DSA rules on transparency, access to data and procedures for reporting illegal content. Platforms can be fined up to 6 percent of their global yearly turnover.

The Commission's findings show that Meta did not supply users of Facebook and Instagram with simple reporting mechanisms for illegal content and effective appeal procedures after the account was removed or blocked. In the case of TikTok, the allegations concern, inter alia, the regulation of the access of researchers to data and the deficiency of full transparency of the advertising repository.

As required by the DSA, large platforms must enable researchers to analyse data to monitor the social and economical risks arising from their activities. This is peculiarly crucial in the context of advertising campaigns aimed at young users and impulse purchases on social media.

What this means for the e-commerce industry

E-commerce is mostly based present on advertising on social media. Facebook, Instagram and TikTok are for many e-shops the main channels for acquiring movement and building brand awareness. If the proceedings consequence in penalties or regulatory changes, this may mean fresh restrictions on the way advertising, reporting and retention are targeted.

Experts indicate that DSA is to force greater transparency. To both consumers and regulators. In practice, this may lead to the request to disclose sources of run backing or to accurately identify sponsored content. e-shop owners should so check now whether their marketing activities comply with the principles of transparency and whether the cooperating agencies and platforms supply full documentation of the campaign.

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Possible effects on advertisers

If the Commission confirms the allegations, advanced financial penalties may be imposed on Meta and TikTok and their advertising systems may undergo audits and modifications. For advertisers, this means potential:

• changes in the rules for targeting and reporting campaigns,
• strengthening the requirements for the labelling of sponsored content,
• an increase in run handling costs resulting from additional compliance obligations.

It is besides possible to temporarily limit advertising functions or extend the run acceptance process. In practice, this means that marketers should consider diversifying communication channels. Including the improvement of own client databases, newsletters or campaigns based on cooperation with influencers.

FAQ. The most common questions and answers

• Does DSA straight affect e-shop owners?
  No, DSA rules apply to large digital platforms, but changes in their functioning (e.g. in advertisements or data) may indirectly affect entrepreneurs utilizing their services.
• Are restrictions on e-commerce advertising possible?
  Yeah. If the Commission introduces additional transparency requirements, advertising may require fresh labels or additional user approvals.
• When will the final decision of the European Commission be made?
  The trial is in progress. The Meta and TikTok platforms have the right to appeal and dialog with the Commission. The final decision may be announced in 2026.

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