EU calls on Instagram and Facebook to change addictive features
Kyiv • UNN
The European Commission accused Meta of violating digital rules due to features that keep users engaged. Regulators demand disabling autoplay video and infinite scroll.
On Friday, July 10, the European Union accused Meta of violating European digital rules due to the operation of Instagram and Facebook. Regulators claim that a number of platform features are deliberately designed to keep users engaged as long as possible and demand changes to mechanisms such as autoplay video and infinite scroll. If the company fails to comply, it faces significant fines. Reuters reports, writes UNN.
Details
It is noted that the European Commission's preliminary findings are the result of a two-year investigation under the EU Digital Services Act, which requires large online platforms to more actively combat illegal and harmful content.
The European Commission, which acts as the EU's digital regulator, stated that Meta did not conduct a proper risk assessment regarding highly personalized content recommendations, autoplay video, and the infinite scroll that constantly loads new content and encourages prolonged user engagement on the platform. According to the Commission, Reels and Stories on Facebook and Instagram may contribute to excessive or even compulsive use of social networks.
The regulator also criticized Meta's measures to mitigate these risks. In particular, reminders to take a break can be easily dismissed, and parental control tools require significant effort, time, and technical knowledge, making them insufficiently effective.
The European Commission believes that Meta should disable autoplay video and infinite scroll by default, introduce effective mandatory breaks in app usage, and change recommendation algorithms to be less focused on maximizing user engagement.
Meta rejects the allegations
Company representative Ben Walters stated that since the start of the investigation, Meta has introduced Teen Accounts — special accounts for teenagers that automatically activate additional protection mechanisms. Parents can block access to Instagram at night and limit daily app usage to 15 minutes.
Meta also stated that it will continue constructive dialogue with European regulators.
The company can provide its explanations regarding the allegations before the Commission makes a final decision in the coming months. If the violation is confirmed, the company faces a fine of up to 6% of its global annual turnover.
Last month, Meta also failed to secure the dismissal of a lawsuit filed by attorneys general from 29 U.S. states, who claim that Facebook and Instagram cause addiction in children.
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The EU's claims against Meta largely echo the accusations made against TikTok in February this year, when regulators also demanded changes to mechanisms that encourage prolonged app usage.
Separately, the European Commission is investigating the so-called "rabbit hole" effect on Facebook and Instagram — a situation where recommendation algorithms gradually draw users into an increasing amount of similar content, prompting them to spend significantly more time on the platform.
Additionally, in April, the Commission demanded that Meta strengthen measures to prevent children under 13 from using its social networks, warning of possible fines if these requirements are not met.
On Monday, the European Commission is expected to receive expert findings that could serve as the basis for introducing a pan-European ban on social media use by teenagers. It is expected that European Commission President Ursula von der Leyen will announce relevant proposals in her annual State of the European Union address in September.