Osegi
Web & Dev·1 min read

EU Weighs Off Switch for Addictive Social Media Algorithms

A draft of the EU's Digital Fairness Act would make platforms offer a way to turn off addictive features such as infinite scroll and algorithmic feeds for all users.

Smartphone showing a social media feed with an endless scroll, set against the flag of the European Union.
Image: Frandroid
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The European Union is preparing a measure that would force social platforms to let users switch off their most addictive features. According to a draft text seen by Bloomberg, Brussels is considering requiring a dedicated button to disable such mechanisms, and the rule would apply to every user, not just minors.

The provision sits in a working version of the Digital Fairness Act. It could hit algorithmic recommendations on TikTok, infinite scroll on Instagram and automatic video chaining on YouTube. Some overly intrusive notifications could also be banned, judging by a speech Ursula von der Leyen gave a few months ago. Certain AI systems with excessively obsequious personalities that push constant interaction could be targeted as well.

A complement to the DSA and DMA

The regulation is designed to complement the Digital Services Act and the Digital Markets Act. The Commission president has said it aims to tackle harmful practices consumers face online: deceptive or manipulative interface design, misleading marketing by social media influencers, addictive product design and unfair personalization practices.

For services that depend heavily on algorithmic targeting to keep people on screen, the change could be existential. It comes as the 27 member states are already working on a law to bar younger users from TikTok, Instagram and similar platforms.

A long road ahead

The text is far from taking effect. The final version is expected in Brussels within days, after which it enters a long and difficult legislative process, with lobbying and a media battle likely to dilute its ambitions.

Even if most measures survive the vote, each member state would then have to transpose them into national law, a step that usually takes one to two years. European users should not expect to mute their feeds any time soon.

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Tags:european uniondigital fairness actaddictive algorithmstiktokinstagramsocial media

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