EU wants to stop infinite scrolling on social media platforms

For the first time, the EU Commission is specifically targeting the addictive potential of social networks. Regulatory interventions are intended to prevent users from endlessly scrolling through content. But the recommendation algorithms are also being targeted.

TikTok for reference

The commission is initially addressing TikTok in the matter. Brussels is demanding that the operator make profound changes to the design of the app, like the magazine Politico reported. In the authority’s opinion, the current design promotes addictive usage behavior, especially among children and young people. The preliminary planning is based on the Digital Services Act (DSA), the central EU law for digital services. It is the first time that the Commission has taken a clear position on platform design under this framework. If TikTok does not address the concerns, it could face fines of up to six percent of its global annual turnover.

The law obliges large online platforms to systematically assess and mitigate risks for users. However, it was previously unclear exactly what dangers this entailed. With a focus on design and algorithms, the Commission is now taking a new course and classifying potentially addictive mechanisms as an enforceable risk. EU Digital Commissioner Henna Virkkunen spoke of a new phase in dealing with systemic threats on the internet.

This will take time

TikTok firmly rejects the allegations on which the EU regulation is based. Company spokesman Paolo Ganino announced that he would challenge the Commission’s assessment using all available means. First, the company can examine the evidence and make a statement. However, experience shows that negotiations and possible adjustments could take months. It is therefore unclear which specific changes will ultimately be implemented in practice.

New default settings, more control options for users or even banning individual functions are conceivable. What is clear, however, is that if Brussels enforces its line, it could set new global standards for social media design. Other platforms should also follow the development closely: investigations have also been underway since May 2024 against Meta, the parent company of Facebook and Instagram, for possible addiction-promoting design.