This week, a high-profile case in Los Angeles has thrust the addictive nature of social media into the spotlight, as Instagram’s CEO, Adam Mosseri, passionately defended his platform against claims that it fosters addiction among users, particularly children. The trial, likened to the landmark legal battles against tobacco companies in the 1990s, scrutinises features like infinite scrolling and autoplay videos, which critics argue are designed to keep users engaged to the point of addiction.
Infinite Scroll: The Never-Ending Feed
Gone are the days when social media feeds had a defined endpoint. Today, the endless scroll invites users into an infinite loop of content consumption. Arturo Béjar, a former Meta employee and whistleblower, explained that this design feature creates a cycle of dopamine-driven engagement. “There is always something more that will give you another dopamine hit,” he stated.
Documents revealed during the trial indicated that Meta’s own staff were concerned about increasing “reward tolerance” among users. One employee bluntly remarked, “Oh my gosh y’all IG is a drug,” to which another added, “Lol, I mean, all social media. We’re basically pushers.” Béjar elaborated that even when users find content they enjoy, they are immediately drawn to something new, perpetuating a relentless chase for engagement.
Sonia Livingstone, a professor of social psychology at the London School of Economics, observed that young users often make rapid, impulsive decisions while scrolling, driven by the anticipation that the next post could be rewarding. “They swipe, swipe, swipe with the promise of something good just a second away,” she noted.
Autoplay: The Disruptive Feature
Autoplay videos have become ubiquitous across platforms, from Netflix to Instagram. Béjar, who was there when it became a standard feature, recounted that users initially found it intrusive. “They hated it,” he remarked. “Yet, the result was that more videos were watched, which pleased advertisers, even if it frustrated users.”
He likened the experience to free tortilla chips at a restaurant—irresistible and difficult to stop consuming. This design element plays on a fundamental human instinct: the need to understand what’s happening, often leading to extended viewing times that keep users glued to their screens.
The Fear of Missing Out
Notifications and the quest for likes are integral to the social media experience, especially for younger users. Mark Griffith, a behavioural addiction expert at Nottingham Trent University, explained that the pursuit of likes generates a rush of pleasure chemicals, creating a cycle of need and reward. “When you enjoy something, your body produces dopamine and adrenaline,” he said.
However, he was careful to differentiate between social media’s “moreish quality” and true addiction, remarking that while some might find social media addictive, it doesn’t equate to the severity of addictions like nicotine or cocaine. His observations suggest that social media use typically falls into two categories: habitual and problematic. The former may affect productivity and relationships, while the latter can have more severe consequences.
Mosseri’s Stance on Addiction
In the courtroom, Instagram’s Adam Mosseri firmly rejected the notion that social media is “clinically addictive.” He compared the experience of using social media to enjoying a gripping television series, suggesting that while users may feel compelled to engage, it doesn’t constitute addiction in the clinical sense.
As jurors in Los Angeles begin deliberations, the outcome of this case could significantly influence the responsibilities that tech companies hold regarding their platform designs.
Why it Matters
This trial is crucial not only for the future of Meta and Google but also for the broader conversation around social media’s impact on society. With increasing concerns about mental health, especially among young users, the verdict could shape how platforms develop their features moving forward. As we navigate a digital landscape filled with enticing yet potentially harmful design elements, understanding the balance between user engagement and ethical responsibility has never been more important. The outcome of this case may well set a precedent that could redefine how social media platforms operate and how they are held accountable for their design choices.
