TikTok Announces Heartwarming New Feature "Sunshine Program" in Europe with 'TikTok Pro' - A "Goodwill Game" to Navigate EU Regulations: An In-Depth Look at TikTok Pro × Sunshine Program

1. Introduction—The Dawn of the "Social Goodwill Competition"

On August 1, 2025, significant news swept through the tech industry: TikTok launched a new app called "TikTok Pro" exclusively in Europe, along with an in-app donation feature known as the "Sunshine Programme." Already shaken by the European Commission's Digital Services Act (DSA), the company made a major shift from a "reward-based app" to a "donation-based app."

2. What is TikTok Pro?

• Supported Countries: Germany, Portugal, Spain

• Main Differences: Live streaming, shopping, and ads are completely removed, and the feed is the same as the regular version.Social Media Today

• Objective: "To provide an 'authentic video experience' to untapped audiences while encouraging participation in charitable activities" (Official TikTok statement)Newsroom | TikTok

3. How the Sunshine Programme Works

1. Earning Sunshine

   • Inviting Friends

   • Watching, liking, and reposting charity videos

   • Following NGO official accounts and related searches
     Newsroom | TikTok

2. Donation Flow

   • Allocating earned virtual currency "Sunshine" to target organizations

   • TikTok executes actual donations (maximum amount undisclosed)

3. Partner NGOs

   • MSF/WaterAid/Aktion Deutschland Hilft/NABU and othersNewsroom | TikTok

4. Safety Measures

   • Available only to users 18 and older

   • Point-earning tasks are limited

   • TikTok Pro itself retains the same safety and well-being features as the regular versionNewsroom | TikTok

4. EU Regulations in the Background

In 2024, TikTok introduced "TikTok Lite Rewards" in the EU, which awarded points for viewing, only to be required to undergo a risk assessment within 24 hours. Ultimately, the reward feature was withdrawn, and the EU Commission's concern was that it was a "breeding ground for addiction."Music Business Worldwide

The current Sunshine initiative can be seen as replacing "task rewards" with "donations," thus transforming the same gamification into "social value."

5. Real-Time Reactions on Social Media

6. Industry and Marketing Perspectives

• Creator Economy: Could "NGO collaborations" become a new revenue source over brand collaborations?

• Corporate CSR: Some companies are incorporating TikTok challenges into external donation KPIs.

• Donation Tech: Real-time impact displays and micro-donations may compete with Web3 donation services.WebProNews

7. Criticisms and Challenges

1. Sustainability Without Ads

   • Unclear revenue model. Concerns about potential "donation ads" in the future

2. Transparency of Point Conversion Rates

   • The conversion rate from Sunshine to actual donations is not disclosed

3. Reigniting Dependency Risks

   • Criticism that "tap inducement" remains unchanged even with donations

4. Bias in NGO Selection

   • Primarily European-focused with few organizations from the Global South

8. Future Prospects

• Expansion Countries: TikTok hints at "expanding to France and Italy within the year following Spain" (according to internal sources).

• Feature Evolution: Blockchain visualization of Sunshine and NFT donation badges are under consideration.

• Competitor Trends: Meta has already implemented donation integration with Instagram's "Donate Sticker," and YouTube is rolling out Super Chat for Good.

9. Conclusion—From "Likes" to "Donations"

The introduction of TikTok Pro is a litmus test for popularizing **"short videos × social contribution."** After regulations shut down dependency-based rewards, the platform aims to generate "goodwill dopamine" through donation-based rewards. While the prospect of making the world a slightly better place just by users unconsciously scrolling is appealing, it remains crucial to monitor who captures and distributes value behind the scenes.

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