Ofcom has launched a formal investigation into TikTok, questioning whether the platform’s age-checking systems adequately protect underage users. The regulator also faces pressure from brands and creators over AI-generated shopping videos that some say mislead consumers and erode trust.
Ofcom Questions TikTok’s Child Age Checks
Ofcom has expressed ‘serious doubts’ about TikTok’s ability to identify users under 18. The regulator believes the platform’s age inference system—which estimates age based on user activity—may fail to detect many children who provide false birth dates or bypass restrictions. Kate Davies, Ofcom’s group director for strategy and research, stated: “We have serious doubts about them, and so we have launched an investigation into TikTok.”
The UK Online Safety Act requires platforms to use effective age checks when children may encounter harmful material. Ofcom will examine whether TikTok has taken suitable steps to identify young users and limit their access to restricted content. TikTok responded that it strictly enforces age-based experiences through platform rules and advanced technology, and remains confident it meets its duties under the act.
TikTok Risks Major Financial Penalty
If the investigation finds TikTok violated UK online safety rules, Ofcom can impose a fine of up to £18 million or 10% of TikTok’s qualifying worldwide revenue—whichever is higher. This follows broader regulatory action against platforms failing to protect children. Child safety groups, including the Molly Rose Foundation, have called for wider scrutiny of TikTok’s recommendation systems.
AI Shopping Videos Raise Trust Concerns
TikTok Shop faces separate criticism over AI-generated product videos using virtual models. Creators say these automated clips compete with genuine reviews from people who own and test products. Affiliate creator Rosemarie Soma described it as ‘very frustrating’ when AI videos receive advertising support and generate sales. SharkNinja has banned affiliates from using TikTok’s AI Video Maker to promote its products, warning that violators could lose commissions. Rare Beauty also distanced itself from AI-generated promotional content after an unauthorized affiliate posted such videos.
TikTok Shop sales in the United States are expected to reach $23.41 billion this year, according to eMarketer, while its affiliate network has grown from 2.3 million creators in 2024 to 11.3 million in 2026, per Charm.io. This rapid expansion makes it harder for brands to control unauthorized AI product videos.
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