#BrainTikTok: Amnesty slams TikTok’s algorithm for harming young people’s mental health😵📱

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Amnesty International has renewed its warning about the dangers of TikTok’s recommendation system, accusing the platform of failing to protect young users from harmful content. According to the human rights organization, the “For You” feed is pushing teens down toxic rabbit holes that fuel anxiety, depression, and even suicidal thoughts.

A campaign to take back control 🎯

To reinforce its call to action, Amnesty International France has published a new investigative report titled “Entraîné·es dans le rabbit hole” (“Dragged into the rabbit hole”). The document breaks down how TikTok’s algorithm works — and how its engagement-driven design is taking a toll on young users’ mental health.

In response to TikTok’s inaction, Amnesty has launched a nationwide campaign called #BrainTikTok: When the algorithm controls your mental health. The goal: to empower young people and expose how the platform profits from their attention.

The term “brain” — gamer slang for “trick” or “dupe” — is central to the campaign’s message: “TikTok brained you; now it’s your turn to brain it.” The campaign’s mascot, Tikki, is a dark parody of TikTok’s logo, representing the unsettling spiral of algorithmic addiction — that digital “rabbit hole” where users get trapped in endless, sometimes harmful, content loops.

A petition to hold TikTok accountable ✍️

Amnesty is urging TikTok to fully comply with the EU Digital Services Act (DSA) by being transparent about how its algorithm works and assessing the systemic risks tied to its platform. The organization says TikTok must become a safe, healthy digital space for young people.

To pressure the company, Amnesty has launched a petition addressed to TikTok CEO Shou Zi Chew, calling for a complete overhaul of the platform’s business model — one that stops prioritizing profit over the mental health of minors. The campaign aims to gather 100,000 signatures by November 25, 2025.

Supporters are encouraged to share the petition, set up awareness booths in schools and universities, host discussions, and even become #BrainTikTok ambassadors. A “signature marathon” ran from November 10 to 16, 2025, coordinated via a dedicated WhatsApp group for on-the-ground activists.

The game “The kingdom of reflections” 🎮

To reach young audiences in a more playful way, Amnesty has developed an educational game called “The Kingdom of Reflections.” The interactive experience helps players understand how algorithms shape their online behavior and perception. Accessible via a QR code on campaign posters, the game turns digital awareness into an engaging challenge.

Activists can also order educational materials — posters, stickers, or even a Tikki mascot — through Amnesty’s “Catalogue pour agir” (Acting Toolkit), or download ready-to-use digital assets for social media and public events.

Through #BrainTikTok, Amnesty International France is calling on young people to take back control of their screens and demand more accountability from tech giants. For the organization, regulating platforms like TikTok is no longer optional — it’s a public health and human rights issue.

👉🏾Do you think TikTok should be required to make its algorithm more transparent to protect young people’s mental health?