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This week, Instagram’s CEO Adam Mosseri asserted that social media does not constitute a “clinically addictive” experience, amidst a groundbreaking trial in Los Angeles examining the psychological impacts of platform designs by Meta and Google. The case has raised crucial questions about user engagement strategies, featuring elements like infinite scrolling and autoplay videos, which critics argue may contribute to addictive behaviours, particularly among younger audiences.
The Trial: A Landmark Examination of Tech Practices
As the courtroom drama unfolded over six weeks, attorney Mark Lanier, representing the plaintiffs in a major social media harm case, claimed that Meta and Google had effectively “addicted the brains of children.” He likened the situation to historical lawsuits against the tobacco industry, suggesting a need for accountability in how tech companies design their platforms. In contrast, the defendants have defended their practices, with Meta asserting that their commitment has always been to create a “safer, healthier experience” for young users.
The trial has spotlighted how certain features, integral to social media platforms, might not merely enhance user experience but could also lead to compulsive behaviours. The implications of these design choices are significant, as jurors began deliberating on potential outcomes that could redefine the responsibilities of tech firms concerning user engagement.
Infinite Scroll: The Mechanics of Engagement
Gone are the days when social media feeds would come to an end. The introduction of infinite scrolling has transformed how users interact with platforms, creating a cycle of continuous engagement. Arturo Béjar, a whistleblower who previously worked on child safety at Meta, highlighted that the mechanics behind infinite scroll are designed to keep users hooked. “There is always something more that will give you another dopamine hit,” he explained, illustrating how the endless feed creates a never-ending pursuit of new content.
Internal documentation revealed during the trial indicated that some Meta employees were concerned about rising “reward tolerance” among users. In a 2020 email exchange, one employee remarked, “Oh my gosh y’all IG is a drug,” to which another responded, “Lol, I mean, all social media. We’re basically pushers.” This exchange underscores a growing recognition within the industry of the potentially harmful effects of these design choices.
Autoplay Videos: A Double-Edged Sword
The prevalence of autoplay videos has become a ubiquitous feature across various platforms, from Netflix to Instagram. Béjar reflected on the backlash against this feature during its initial rollout, noting that while it increased viewership, many users found it disruptive. “They found it disruptive,” he said, pointing out the paradox where advertisers benefitted from higher engagement while users experienced annoyance.
Autoplay capitalises on a human instinct to remain informed, effectively compelling viewers to watch longer than they might have intended. Lanier likened this experience to being served unlimited chips at a restaurant—once you start, it’s hard to stop.
The Role of Notifications and Social Validation
Another facet of social media’s design that contributes to user retention is the system of notifications and likes. Mark Griffith, an expert in behavioural addiction, explained that the competition for likes provides a rewarding experience, triggering the release of pleasure-inducing chemicals like dopamine. While he acknowledged that some individuals may experience genuine addiction, he differentiated this from the clinical definitions of substance addiction, suggesting that most users engage in what he termed “habitual use.”
This habitual engagement can interfere with productivity and personal relationships, creating a spectrum of social media use that ranges from benign to problematic. Mosseri’s insistence that social media does not equate to clinical addiction raises important discussions about the nature of user engagement and the responsibility of platforms to mitigate potential harms.
Why it Matters
The outcome of this trial could have far-reaching implications for the tech industry, potentially reshaping how social media platforms approach user engagement and platform design. As scrutiny intensifies regarding the impact of addictive features, tech companies may find themselves at a crossroads—between maximising engagement and ensuring user well-being. This case not only highlights the ethical responsibilities of these platforms but also signals a growing demand for accountability in an era where digital engagement is ubiquitous. The verdict could serve as a pivotal moment in defining the future landscape of social media, influencing not just corporate practices but also public perceptions of technology’s role in our lives.