Meta and Google Trial: Are Infinite Scroll and Autoplay Creating Addicts?
This week, Instagram’s chief executive, Adam Mosseri, insisted that social media is not 'clinically addictive,' sparking debate amid a landmark trial in Los Angeles. The case, which has drawn comparisons to historic lawsuits against tobacco companies, focuses on whether tech giants Meta and Google have designed their platforms to addict users, particularly children.
The Core Arguments in the Social Media Harm Case
In closing arguments, prosecutor Mark Lanier claimed it was 'easy as ABC' to prove that the defendants are guilty of 'addicting the brains of children.' Meta countered by asserting that providing a 'safer, healthier experience has always been core to our work.' The trial, spanning six weeks, has centred on features such as autoplay videos, infinite scrolling, and persistent notifications, which are woven into the fabric of online platforms.
How Infinite Scroll and Autoplay Function
Infinite scroll ensures that social media feeds never end, constantly offering new content. Arturo Béjar, a former Meta employee in child online safety, explained that this mechanic provides an 'infinite supply' of dopamine hits, with users always chasing the next rewarding post. Internal documents revealed during the trial showed Meta employees expressing concerns about rising 'reward tolerance,' with one email likening Instagram to a drug and colleagues joking about being 'pushers.'
Autoplay, another contentious feature, automatically starts videos on platforms like Netflix, YouTube, and Instagram. Béjar noted that while consumers initially 'hated it' for being disruptive, it led to increased video consumption, pleasing advertisers. He described how autoplay triggers a human instinct to watch enough to understand what is happening, keeping users engaged longer.
Expert Insights on Social Media Addiction
Mark Griffith, professor emeritus of behavioural addiction at Nottingham Trent University, highlighted that features like likes and notifications can be rewarding, producing pleasure chemicals such as dopamine. However, he distinguished this from clinical addictions to substances like nicotine, describing social media as having a 'moreish quality' rather than being universally addictive.
Sonia Livingstone, a professor of social psychology at the London School of Economics, observed that young people scroll rapidly through feeds, driven by the anticipation that the next post might be good. This behaviour underscores the addictive potential of these design elements.
The Verdict and Its Implications
Jurors began deliberations on Friday, and their verdict is eagerly awaited, as it could redefine tech companies' responsibilities for platform design. The outcome may influence future regulations and corporate practices regarding user safety and addiction prevention.
