European authorities have decided to hit the most familiar part of social networks – the endless feed. The same one that causes users to scroll through videos and posts non-stop, losing track of time. Now in Brussels they want to force large platforms to abandon such a technique.
The European Commission has launched a tough investigation with the short video service TikTok and for the first time directly stated that the design of the application itself is addictive, especially among children and teenagers. The regulator demanded changes to key elements of the service. We are talking about disabling infinite scrolling, introducing mandatory pauses during long viewing and reworking recommendation algorithms.
The proceedings are taking place within the framework of the EU Digital Services Act. This law obliges large online platforms to assess the risks to users and reduce possible harm. Previously, the wording remained rather vague, so it was not clear which interface solutions could be considered dangerous. Now the commission has actually drawn the line and called addictive design a violation of safety requirements.
European Union authorities consider this step a turning point for the entire industry, where income is based on collecting data and displaying advertising. If the commission’s position holds, other large services will also come under attack. Checks are already underway against Facebook and Instagram, where they are also studying the impact of the interface and algorithms on the behavior of minors.
TikTok had the opportunity to review the check materials and submit objections. The company has already stated that it does not agree with the conclusions and intends to challenge them in all available ways. If the regulator is not convinced by the explanations and changes in the service, the fine could reach six percent of annual global revenue.
The process is unlikely to be quick. Usually, preliminary conclusions are followed by long discussions and attempts to agree on improvements. In a similar case against the social network X, the decision on non-compliance with transparency requirements was made more than a year after the first complaints.
Now European officials are making it clear that they may demand different measures – from changing default settings to completely banning certain interface elements. Much will depend on exactly how each platform uses attention-sustaining mechanics and what risks they pose for audiences. If the approach takes hold, the new design rules for social networks may eventually become the norm far beyond Europe.