Ofcom has opened an investigation into whether TikTok is complying with the Online Safety Act to shield UK children from harmful content, focusing on the platform’s age-verification measures.

The regulator warns that confirmed violations could carry penalties up to £18 million or 10% of TikTok’s global revenue, whichever is higher.

TikTok, owned by ByteDance, says it meets its obligations and enforces age-appropriate experiences using expert-informed rules and an age-inference system, aligning with major peers.

Reuters contributed to the reporting on the investigation.

The piece places TikTok’s action in a broader industry context where peers like Snapchat, Roblox, and Meta have taken varying safety steps in response to child-safety concerns.

Users can report suspected underage accounts even if they themselves do not have an account.

Brands and affiliates report that AI-generated videos can compete with human reviews and affect commissions, with some examples like SharkNinja and Rare Beauty limiting or banning AI content in affiliate programs.

Specific cases include a creator producing AI videos daily and brands noting higher risk with open affiliate options; Rare Beauty states they do not work with AI-generated content even when it appears in open affiliate plans.

In TikTok Shop, major brands and affiliates are reacting to AI video content, including cases where affiliates lose commissions for AI content and brands explicitly banning AI-generated product videos.

Dawes argues the UK’s age-check regime is moving toward a holistic system across devices, OS, app stores, and platforms to avoid single points of failure.

Harmful content cited includes disordered eating, self-harm, suicide, and pornography, with Ofcom urging highly effective age-detection methods and alternative approaches if current methods fall short.

Britain has strengthened online-safety laws to shield minors from suicide, self-harm, eating disorders, pornography, and other risks, with penalties up to £18 million or 10% of revenue.