From endless scroll to ‘my feed, my way’, Australia challenges Big Tech’s addictive algorithms

Social media algorithms are an integral part of online activity, displaying tailored content based on users' browsing habits and personal data. Australia is set to introduce legislation that may give individuals the choice to opt out of these algorithms, alongside facing penalties for big tech companies if they fail to safeguard young users from harmful information.

This article explores the workings of algorithms and the arguments surrounding their impact. Algorithms, found on platforms such as TikTok, Facebook, Instagram, and YouTube, customize posts for users by predicting what will engage them. These predictions are based on users' online interactions, personal details like age, job, location, and marital status.

Major tech companies keep their algorithm coding, known as the "secret sauce," confidential. The addictive nature of these platforms is a familiar experience — users often find themselves scrolling for hours without realizing it. Researchers and activists argue that these platforms have intentionally engineered addictive features that keep users online longer than intended, potentially harming sleep, wellbeing, and real-world connections.

In a recent trial in Los Angeles, tech giants were accused of creating "addiction machines" using strategies such as never-ending feeds, intermittent rewards, and time-sensitive notifications. These tactics trigger the brain's dopamine system, leading to compulsive behavior similar to substance addiction. Social media's content-driven approach can drive users towards emotionally charged material, creating "rabbit holes" that are tough to escape.

Critics argue that algorithms can push teenagers towards harmful content, such as the "manosphere," which promotes misogyny and violence against women. Research indicates that social media can steer young men, whether they want it or not, from innocuous posts about fitness and sports to extreme, violent content. The "my feed, my way" initiative in Australia aims to restore social media to its basics, allowing users to customize their feeds to primarily feature updates from friends, family, and pages they follow.

The government's move grants Australians a choice, though the extent of adoption remains uncertain. A 2025 survey of over 6,000 people in six countries revealed that only one in five individuals would switch off personalized recommendations if the option were available.