The Netherlands forced Meta to let users ditch algorithmic feeds. Here’s what happened
Unless forced to do so, big tech companies are unlikely to implement features that go against their business model.
The Australian government recently approved a significant amendment to the Online Safety Act, granting Australians a "digital duty of care" to shield them from online harms. This regulation mirrors the EU's Digital Services Act, which has been in force since 2022. The EU law empowers users to choose non-personalized content, meaning content not based on algorithmic profiling. However, European users do not have the same experience as those in Australia.
Interestingly, the Netherlands serves as an exception, with an Instagram app that differs slightly from its counterparts in other EU countries. This unique arrangement arose from a 2025 court ruling, which ordered Meta (the parent company of Facebook and Instagram) to provide an easily accessible option for users to opt out of algorithmic recommendations. If Meta fails to comply, they could face significant fines.
Currently, Dutch users have more control over their Instagram experience compared to their counterparts in other European nations, including Australia. While Australian users can change their feed by selecting "following" from the Instagram logo, this option is hidden by default and doesn't persist across app sessions. Conversely, Dutch users can choose between various feeds, including one that uses algorithmic content recommendations.
Moreover, the chosen feed remains consistent across app sessions and users retain all Instagram functionalities regardless of their feed choice.
While the Dutch version of Instagram offers more choices, the process of accessing these options can be complex. A pop-up is required to make users aware of these new options, but many Dutch users reported having either seen or not seen the pop-up, highlighting the need for improved user education. Some experts propose an even more comprehensive approach called "algorithmic choice," which would allow users to customize their feed types and prioritization.
Ultimately, without external intervention, such as the court ruling in the Netherlands, major tech companies are unlikely to prioritize user control over their algorithms. The Dutch case demonstrates that regulatory changes can lead to more user empowerment, but similar efforts in Australia must go beyond mere compliance requirements to ensure effective implementation.
Written by urgent.news from The Conversation AU's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
