The British regulator Ofcom has launched an official investigation into TikTok, suspecting the platform of inadequate age verification procedures that give children access to content related to suicide, self-harm, and pornography. Indirect age determination methods may fail to identify "a significant proportion of children," exposing them to risk.
The scale of the problem: Ofcom's figures
TikTok ranks third among applications used by British children aged 8–14, behind only YouTube and WhatsApp. Children spend an average of 8 hours 45 minutes per week on video platforms. The investigation was launched nearly a year after the Online Safety Act came into force—legislation requiring social networks to protect minors from harmful content.
The regulator does not rule out fines of up to £18 mln or 10% of the platform's global revenue—whichever is greater. In extreme cases, Ofcom may initiate blocking or restricting access to the service in the United Kingdom.
Age verification technology under scrutiny
TikTok requires users to provide their date of birth during registration and uses an indirect age determination system that analyzes nicknames, profile bios, voice, facial features, and viewed content. Ofcom considers this model insufficiently effective and recommends transitioning to methods recognized as "highly effective" in its guidelines.
Companies using indirect age determination models to fulfill their obligations to protect children should immediately switch to the methods outlined in our guidance, the regulator stated.
The problem is not limited to TikTok. Ofcom research shows that approximately one-third of results on the first page of Google Search and 54% on Bing lead to pornographic websites without age verification. A quarter of the largest adult websites in the UK have not implemented mandatory age checks required since July 2024.
Impact on brands and influencer advertising
Stricter oversight of children's audiences is changing the game for brands in influencer advertising. Uncertainty regarding TikTok's audience age composition affects reach forecasts and targeting quality: if the platform incorrectly identifies children, the actual audience structure may significantly differ from what is claimed. For campaigns in sensitive product categories—cosmetics, dietary supplements, financial services—this creates a risk of reaching unintended audiences and regulatory scrutiny.
The planned ban on social media for children under 16 in the United Kingdom could set a precedent for other markets. Brands working with bloggers on international platforms should account for potential shifts in audience age composition in their media buying plans and adjust CPM accordingly. When selecting influencers, not only reach statistics but also the proportion of adult audiences becomes critical. The ETC team considers regulatory change risks when planning campaigns and builds media buying strategies accounting for legislative dynamics—helping brands avoid budget losses from unexpected platform access restrictions.
Platform response and new tools
TikTok stated that it "strictly ensures an age-appropriate experience through platform policies and advanced age determination technologies that meet industry standards." The company is confident it complies with the Online Safety Act requirements and is ready to work with Ofcom to demonstrate this.
Meta has simultaneously launched a parent and emergency services alert system if children discuss suicide or self-harm with AI chatbots embedded in Instagram and Facebook. The feature is already operational in the United Kingdom, USA, Canada, and Australia and will become globally available by year-end. The decision follows several lawsuits from families of teenagers who took their own lives after engaging with AI.
What this means for the Russian market
In Russia, the issue of protecting children online is regulated by the law on protecting children from information harmful to their health and development. TikTok operates with Russian users and must comply with age restrictions. The Ofcom precedent may prompt Russian regulators to tighten requirements for age verification.
For Russian brands placing blogger advertising, this is a signal: verifying an influencer's actual audience composition becomes critical. If the platform cannot guarantee the accuracy of age data, the brand risks violating ad labeling requirements and facing FAS sanctions. Including multiple platforms in a campaign's media plan reduces dependence on a single platform and protects against reputational risks.
Frequently asked questions
What fine does TikTok face for failing to protect children?
The British regulator Ofcom can fine TikTok £18 mln or 10% of the company's global revenue—whichever is greater. In extreme cases, the platform may be blocked or access restricted in the United Kingdom.
How does TikTok verify user age?
The platform requires users to provide their date of birth during registration and uses indirect age determination technology that analyzes usernames, profile bios, voice, facial features, and viewed content. Ofcom believes this method is insufficiently effective for identifying children.
Why is age verification important for brands in influencer advertising?
Inaccurate age composition of an audience distorts reach forecasts and may result in ads being shown to children contrary to legal restrictions. This creates risks of regulatory claims and reputational damage for brands, especially in sensitive product categories.
In brief
- Ofcom launched an investigation into TikTok due to ineffective age verification: the indirect determination method may fail to identify a significant proportion of children.
- Children aged 8–14 in the United Kingdom spend an average of 8 hours 45 minutes per week on video platforms, with TikTok ranking third in popularity among this age group.
- The platform faces fines up to £18 mln or 10% of global revenue, and in extreme cases, blocking in the United Kingdom.
- One-third of Google Search results and 54% of Bing results direct to pornographic sites without age verification, and a quarter of the largest adult websites have not implemented mandatory verification mechanisms required since July 2024.
- For brands in influencer advertising, verifying the actual audience composition of bloggers is critical: uncertainty about age data distorts reach forecasts and creates regulatory risks.
- Meta launched an alert system for parents and emergency services when children discuss suicide or self-harm with AI chatbots in Instagram and Facebook.
- The planned ban on social media for children under 16 in the United Kingdom could set a precedent and influence global age verification standards.
* Instagram and Facebook are owned by Meta, recognized as an extremist organization; its activities are prohibited in the Russian Federation.
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