The EU has issued another stern warning to tech giant Meta: disable autoplay video and infinite scroll features on platforms such as Facebook and Instagram, or face massive fines. This directive is based on the Digital Services Act (DSA), which came fully into effect in 2024. The EU believes these design patterns induce excessive user engagement and harm consumer rights.
DSA's "Black Box" Review: Why Autoplay and Infinite Scroll Are in the Crosshairs
The Digital Services Act requires large platforms to undergo transparent scrutiny of their algorithms and interface designs, especially those that exploit human psychological weaknesses to prolong user time. Autoplay allows videos to play continuously without user awareness, while infinite scroll provides an endless stream of refreshed content—both are classified by the EU as "Dark Patterns," which manipulate user choices to capture more attention, data, and advertising revenue.
"These features are not there by accident; they are carefully designed to keep users hooked. The EU will no longer tolerate such manipulation." — Thierry Breton, EU Internal Market Commissioner, stated in a declaration.
Instagram and Facebook, both owned by Meta, are typical examples of such designs. When users open the app, the feed automatically loads new content and continuously pushes personalized recommendations. Research indicates that the average user spends over an hour per day on Meta apps, with a significant portion of that time consumed by passive browsing driven by autoplay and infinite scroll.
Meta's Response: Adjustments Attempted, but EU Demands More Thorough Action
Meta has previously tested manual playback options in parts of Europe and introduced "time management" tools. However, the EU considers these measures insufficient—platforms must disable autoplay and infinite scroll by default, fully returning control to users. Under the DSA, if Meta fails to comply within the stipulated timeframe, it could face fines of up to 6% of its global annual turnover. Based on Meta's approximate $150 billion revenue in 2025, potential penalties could reach $9 billion.
A Meta spokesperson responded that the company "remains committed to providing users with meaningful choices and will carefully review the EU's requirements," while subtly noting the value of infinite scroll for "social discovery." Analysts believe Meta's real concern lies in advertising revenue—autoplay and infinite scroll are directly tied to ad impressions, and disabling them would severely impact its user-time-based advertising model.
Industry Ripple Effects: Not Just Meta, but the Entire Social Media Sector Faces Restructuring
The EU's action is not targeting Meta alone. Under the DSA, all companies classified as "Very Large Online Platforms" (VLOPs, i.e., those with more than 45 million monthly active users), including TikTok, YouTube, and Twitter (now rebranded as X), must reconsider their interaction design. TikTok's "autoplay + swipe" model, YouTube's continuous recommendations, and X's infinite timeline are all potential targets for rectification.
Industry experts point out that this design philosophy is rooted in a "user engagement first" internet culture. However, in recent years, the Digital Wellbeing movement has gained momentum, with the EU leading the way in legislatively breaking this culture. Apple and Google have added screen time limits at the system level, but unlike the DSA, these lack legal enforcement and deterrence.
Editor's Note: The Ultimate Battle Between User Rights and Commercial Interests
Autoplay and infinite scroll are not technical necessities but deliberately woven "digital webs" by platforms to capture user attention. The EU's move demonstrates a commitment to freeing users from the algorithmic cage. However, the real question remains: once users are given the "choice," will they actively turn off these features? Or will platforms design even more insidious dark patterns to evade regulation?
The ultimate outcome of this battle will determine the future shape of social media: whether it remains a bottomless pit consuming time or returns to its essence of information connection.
This article is compiled from Ars Technica.
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