German publishing group Axel Springer has signaled its readiness to participate in a potential deal for TikTok's European business, although no such transaction exists. TikTok's parent company, ByteDance, called the report a "complete fabrication."

This situation raises a serious question for crypto advertisers: could a change of owner affect TikTok's ad moderation process and its handling of financial content? That remains unclear. What is certain is that any new owner would still have to comply with the rules already in effect in Europe.

Döpfner's reported January proposal and ByteDance's denial

Axel Springer is Germany's largest publishing group, including Bild, Welt, Politico, and Business Insider. According to Financial Times, Axel Springer CEO Mathias Döpfner, during a meeting in January 2026 with US Ambassador to France Charles Kushner, indicated that he might participate in a deal for TikTok in Europe. As Reuters clarifies, the company added that Döpfner supported working under an arrangement similar to the one TikTok entered into in the USA, and that the company "would have welcomed the opportunity" to participate.

The comparison to the US refers to the restructuring that followed Washington's "divest-or-ban" law of 2024, under which TikTok's American business moved into a joint venture controlled by US investors, including Oracle, Silver Lake, and MGX, and ByteDance's stake was capped below 20%.

However, ByteDance rejected this account, stating that the report is a "complete fabrication not even worth a comment."

How crypto reaches TikTok users today

TikTok independently decides which cryptocurrency ads may appear on its platform. Under its September 2026 policy, the platform allows ads from licensed exchanges and custodial wallets in France, Germany, and Austria, provided they have TikTok's consent and target an adult audience. In practice, this allows regulated companies to promote their services, while direct advertising of cryptocurrencies such as Bitcoin and Ethereum is prohibited in these markets.

If a deal ever came to fruition, the European owner might take a different approach to advertiser moderation, which could affect access and costs. However, there is no indication that TikTok intends to change its policy.

The rulebook a new owner cannot change

Under MiCA Article 7 — part of the EU's Regulation on Markets in Crypto-Assets, which has been fully applied since the end of 2024 — advertising of covered crypto-assets must be clearly identifiable as marketing communications. Its content must be fair, clear, and non-misleading, align with the published crypto-asset whitepaper, and include required disclosure information where necessary.

Regulators are also scrutinizing those who promote financial products on online platforms. ESMA's recommendations for finfluencers developed by the European Securities and Markets Authority emphasize transparency and accountability. As Cryptopolitan reported, Italy's CONSOB has warned that adding a "this is not investment advice" disclaimer does not shield influencers from legal responsibility.

A change in TikTok's ownership could affect how the platform handles crypto promotion. However, it will not eliminate these legal requirements or regulatory expectations.

Why the scale of impact is significant

The size of TikTok's European audience highlights what is at stake for crypto advertisers. The company states it reaches 189 million users per month in the EU. According to its seventh DSA transparency report on content moderation in Europe in the first half of 2026, it removed about 104 million pieces of violating content, with 94.1% of actions taken automatically.

According to the 2026 ADAN–Ipsos survey, cryptocurrencies are owned by 11% of adults in France, 17% in Germany, and 20% in the Netherlands.

Quality is another cause for concern. Research from Queen Mary University showed that nearly nine in ten finfluencer posts had more negative quality indicators than positive ones. Only 3.9% of TikTok posts indicated the author's expertise.

Transparency commitments and the GDPR's shadow

On December 5, 2025, the European Commission accepted binding commitments from TikTok under the EU Digital Services Act — the set of rules under which TikTok is designated a very large online platform subject to the strictest level of EU oversight. The commitments require the platform to make its advertising records searchable, disclose targeting details, and update its advertising repository within 24 hours.

TikTok has also been criticized for its handling of user data. On May 2, 2025, Ireland's Data Protection Commission announced that TikTok was fined nearly €530 million for violating GDPR related to the transfer of European user data to China. The Commission also ordered TikTok to bring its data processing into compliance within six months.

For crypto advertisers worldwide, a change in TikTok's ownership could affect how they reach European audiences. However, it will not remove their responsibility to promote crypto products lawfully, nor TikTok's obligation to protect user data.