Goodbye, Infinite Scrolling: New EU Regulations Target Social Media Addiction

The EU is fundamentally attempting to redesign the way we interact with social media, moving beyond simple content moderation to target the actual “skeleton” of these apps. For the first time, Brussels is treating addictive design—specifically features like infinite scrolling—not just as a nuisance, but as a legal risk under the Digital Services Act (DSA).

The European Commission has signaled that TikTok’s current interface is inherently addictive, particularly for younger users. To remain compliant and avoid massive financial penalties, the platform is being pressured to:

• Kill the “Scroll”: Replace the endless feed with defined stopping points.

• Enforce Breaks: Move from optional reminders to strict, mandatory screen-time interruptions.

• Algorithmic Transparency: Overhaul the recommendation engines that keep users looped into the app for hours.

A Domino Effect for Big Tech

While TikTok is the immediate target, this isn’t an isolated case; the EU is essentially creating a blueprint for the entire industry. Meta (Facebook and Instagram) is already under a similar microscope, and X (formerly Twitter) has previously faced transparency audits.

The core of the argument is that “surveillance-based advertising” relies on keeping eyes on screens at any cost. By labeling these design choices as a threat to mental health, the EU is forcing a pivot from engagement-first to safety-first architecture.

What Happens Next?

Right now we are in a high-stakes negotiation phase; TikTok has pushed back, calling the findings “meritless,” and will likely fight the charges in court. However, the stakes are massive: non-compliance could lead to fines of up to 6% of global annual revenue.

While we won’t see these apps change overnight, the “Wild West” of persuasive design is ending. Future updates will likely feature more manual user controls and fewer “rabbit hole” features as platforms scramble to meet these new European standards.