ikTok has become one of Europe’s most popular entertainment and content-sharing platforms since its global launch in 2018, and currently has more than 135 million monthly active users in EU countries.1 TikTok plays host to entertaining video content catering to a wide range of interests, both niche and of widespread appeal. It emphasises interaction between users and content creators, which include a large number of businesses. This has given rise to vibrant online communities on Tik
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