EU DSA Enforcement Brings Feed Choice and Addictive Design Into Sharper Focus

The European Union's Digital Services Act (DSA) is spotlighting how large online platforms control user attention. The European Commission says platforms with over 45 million EU users can provide non-personalised feeds, giving users a choice between algorithmic recommendations and chronological ordering. At the same time, the Commission has begun high-profile investigations into design elements that could encourage excessive use.

Feed design is no longer just a product choice, but also a factor in user choice, wellbeing, and regulatory scrutiny. The Commission's official Digital Services Act policy page explains this shift. On October 1, 2026, the Commission confirmed that platforms with over 45 million EU users can offer non-personalised recommendation options, allowing users to select algorithmic suggestions or chronological ordering.

Separate enforcement actions show why this issue has gained prominence. On July 10, 2026, the Commission preliminarily concluded that Meta's Facebook and Instagram may be violating the DSA due to addictive design features like infinite scroll, autoplay, and highly personalised recommendations. Earlier, on February 6, 2026, the Commission found similar design issues with TikTok.

Together, these developments suggest the EU is examining both how recommendations are delivered and controlled and whether design patterns can contribute to prolonged usage.

For businesses, the 45 million EU-user threshold is crucial, but it does not mandate specific changes. However, these developments signal a larger trend: businesses building audience-facing services in Europe should design user experiences that provide meaningful control and are transparent about recommendation processes. Product teams should review whether their services use personalised recommendations, autoplay, or continuous scrolling, and whether users can understand when recommendations dictate content.

They should also assess whether engagement features serve a clear user benefit rather than simply prolonging time spent on the platform.