British communications regulator Ofcom has begun a formal investigation into TikTok’s practices regarding age verification, expressing concern that children are circumventing the platform’s age filters. Ofcom’s move follows reports that TikTok relies on “age inference” technologies to estimate users’ ages based on their activity, rather than employing stricter age checks.
Ofcom questions TikTok’s age verification methods
Ofcom, the authority that oversees the UK’s communications and broadcasting standards, stated that TikTok’s reliance on behavioral data to infer user age does not satisfy the requirements set out in the Online Safety Act. Kate Davies, Ofcom’s group director for strategy and research, voiced skepticism during an interview about the efficacy of age inference as a safeguard for minors.
Ofcom’s Kate Davies commented, “We have serious doubts about [TikTok’s age checks], and so we have launched an investigation into TikTok. Age inference is not in our guidance as an effective method of age check.”
According to the Online Safety Act, social media platforms are expected to put in place robust verification measures to prevent underage users from accessing inappropriate content. Ofcom has indicated that if TikTok is found to be non-compliant, the company could be fined up to 10% of its global revenue.
A TikTok spokesperson responded to the inquiry, stating the platform remains “confident” it meets its legal obligations and highlighting the billions spent on user safety since launching in the UK eight years ago.
Recently, TikTok also removed more than 4 million accounts of users under the age of 16 in Indonesia, reflecting similar regulatory pressure in other markets.
AI video content sparks debate among TikTok Shop creators
Beyond age verification, TikTok is facing criticism from creators over the use of artificial intelligence in its e-commerce feature, TikTok Shop. The platform allows sellers to create AI-generated videos featuring virtual models to showcase products. This development has drawn backlash from real-life creators, who claim their earnings are being undercut.
Affiliated creator Rosemarie Soma explained, “I create ads for products that I have in person, real reviews, showing the actual product. It’s very frustrating for affiliates because these [AI] videos are getting ad spend and are making sales.”
Some brands have issued direct responses. SharkNinja, a consumer technology company known for home appliances, informed its affiliates in a memo that use of TikTok’s AI Video Maker is forbidden under its content policy. SharkNinja warned sellers they would lose commissions if they used AI-generated product videos.
Neil Shah, SharkNinja’s chief commercial officer, emphasized a preference for authenticity, expressing a desire for actual consumers to see real products being used.
Research from eMarketer projects that TikTok Shop sales in the United States will reach $23.41 billion this year, marking a 48% increase, which places its sales ahead of retailers such as Target and Costco. The affiliate program now has 11.3 million creators globally, including 945,000 in the US, up from 2.3 million in 2024, according to Charm.io.
| Metric | 2024 | 2025 |
|---|---|---|
| TikTok Shop US sales | $15.82 billion | $23.41 billion |
| Global affiliate creators | 2.3 million | 11.3 million |
| US affiliate creators | – | 945,000 |
AI-generated content is becoming increasingly common. Creator Daria Simhony produces daily AI videos for a variety of virtual personas, highlighting the flexibility and scale offered by the technology. Lauren Lyster from Go Fish Digital, a digital marketing agency, commented that brands leveraging open affiliate programs must weigh increased exposure against greater reputational risk.
One instance involved an AI creator promoting Rare Beauty, a cosmetics company founded by Selena Gomez, without the brand’s direct involvement. Rare Beauty clarified that it does not collaborate with AI-generated content, though its products remain accessible for promotion via open affiliate initiatives.
SharkNinja’s Neil Shah admitted the company’s capacity to enforce restrictions is limited, reiterating the request for affiliates to use actual products in video content.
Mini dictionary: Ofcom is the UK’s regulatory authority for communications industries, overseeing broadcasting, telecommunications, and online safety enforcement.
