The EU's Game-Changing Law Lets Social Media Users Opt Out of Algorithms

News
August 25, 2023

The new EU law that empowering social media users to opt out of algorithms!

Internet users in the European Union are witnessing a subtle revolution on major social networks, granting them the ability to decline AI-driven attention manipulation. The Digital Services Act (DSA), users of platforms like Facebook, Instagram, TikTok, and Snapchat can now reject personalized content feeds based on tracking and opt for a more modest chronological feed displaying friends’ posts. This regulatory shift is just the beginning of a larger trend. While the changes primarily affect EU platforms, some tech giants are adopting similar measures globally to streamline compliance processes.

Facebook was ahead of the DSA’s compliance deadline by introducing a chronological Feeds tab, indicating that Meta likely acted in response to the law mandating options for non-personalized content. The DSA enforces a clear separation between tracking-based content recommendations and non-personalized choices, respecting user agency by creating a space protected from surveillance by AI.

Recently, YouTube also announced that logged-in users who have turned off the ‘watch history’ feature won’t receive profiling-based video recommendations.

The significance of the ability to opt out of profiling-based content recommendations might seem minor, but it plays a crucial role in the broader context of platform power. Platforms engage users within their confines by capitalizing on information asymmetry and tracking user interactions, even if the algorithms are basic and crude.

With the introduction of non-personalized content feeds, users are presented with a choice between “Following” and “For you” on the home feed page. This decision allows users to opt for content solely from accounts they follow, avoiding content designed to capture their attention.

Platforms like Instagram are also adapting, offering an option labeled “Not personalized,” which replaces AI-calculated content with a grid of images. Although this choice might appear unexciting, it embraces simplicity and peace, providing a contrast to the algorithm-driven “Explore” tab.

Platforms that implement these changes, such as Facebook’s chronological news feed, allow posts from friends that would typically be overshadowed by algorithms to shine. While platforms like TikTok have content selection algorithms praised for their role in driving viral trends, stepping away from AI-driven content still requires user agency. The reception of these non-personalized feeds remains to be seen.

These changes could challenge content creators, influencers, and advertisers. The impact on content engagement, strategies, and user satisfaction may evolve over time as users exercise more control over their content experiences. The introduction of non-personalized content feeds signifies the beginning of a shift in platform dynamics, celebrating user empowerment and challenging the information asymmetry that has favored platforms for too long.

Scenario 1: Transformation of Social Media Landscape and User Engagement

With the implementation of the Digital Services Act (DSA) provisions enabling users to opt out of algorithm-driven personalized content, the social media industry could witness a substantial transformation in the future. As users gain more control over their content experiences, platforms might be prompted to recalibrate their algorithms to prioritize quality and meaningful content over attention-hacking techniques.

Reasoning:

Social Media Algorithm Evolution: The requirement to provide non-personalized content feeds in compliance with the DSA could lead platforms to reevaluate their algorithms. They might shift their focus from maximizing user engagement through attention-hacking tactics to enhancing user satisfaction through more relevant and authentic content.

User-Centric Experience: The power shift towards users will encourage platforms to create more user-centric experiences. Users, being able to choose content devoid of manipulation, might engage more genuinely with the content they find valuable, leading to a more authentic and enjoyable social media experience.

Content Quality Improvement: Platforms might invest in refining their content recommendation algorithms to ensure that non-personalized content remains engaging and relevant. This shift could encourage platforms to highlight content that genuinely adds value, fostering more constructive interactions and reducing the spread of sensational or misleading information.

Output:

As platforms adapt to the changing landscape, the social media industry could evolve from being centered around maximizing user attention to providing content that resonates with users’ genuine interests and preferences. This transition might lead to a healthier social media environment with more meaningful interactions and less focus on sensationalism.

Scenario 2: Impact on Business Models and Advertisers

The Digital Services Act’s emphasis on user agency and the option to switch off personalized content could have far-reaching implications for how platforms generate revenue through advertising. This could prompt a reevaluation of business models and strategies by both social media platforms and advertisers.

Reasoning:

Shift in Advertising Approaches: Advertisers may need to adapt their strategies as users opt for non-personalized content. The challenge lies in engaging users effectively without relying on attention-hacking methods that were previously driven by algorithms. This shift could lead to more creative and authentic advertising approaches.

Diversification of Revenue Streams: Platforms heavily reliant on ad-based revenue models might explore diversification to reduce their dependence on personalized ad targeting. They might introduce premium subscription models or innovative ways to monetize user engagement that align with non-personalized content choices.

Innovative Advertising Formats: Advertisers could invest in crafting more compelling and relevant ads that align with users’ genuine interests. This might drive the creation of more meaningful and engaging advertising content, fostering a healthier advertising ecosystem.

Output:

The requirement for non-personalized content options could encourage a shift in how social media platforms and advertisers approach user engagement and revenue generation. Platforms may explore new revenue streams and advertisers could invest in more authentic and creative advertising formats, ultimately leading to a more respectful and value-driven relationship between users and advertisers.

Positive points of this new development include:

1. User agency: Users now have more control over the content they see, allowing them to curate their online experience according to their preferences.

2. Privacy protection: By opting out of personalized content recommendations, users can limit the amount of data being collected and used to target them with ads or manipulate their attention.

3. Reduced polarization: The non-personalized content feeds provide an alternative to the algorithm-driven feeds that often prioritize engaging and polarizing content. This could contribute to a more balanced and less divisive online discourse.

4. Discovering new content: By choosing to see content only from accounts they follow, users may have a greater chance of discovering posts and perspectives that they might have otherwise missed.

5. Peaceful experience: Some users may find the non-personalized content feeds to be a more calming and less overwhelming experience, free from the constant bombardment of attention-grabbing content.

Negative points of this new development include:

1. Reduced personalization: While some users may appreciate the ability to opt out of personalized content, others may miss the convenience and relevance that comes with algorithm-driven recommendations. Personalized content can help users discover new interests and connect with like-minded individuals.

2. Decreased engagement: Without personalized recommendations, users may find it more difficult to discover and engage with content that aligns with their preferences. This could result in decreased overall engagement and interaction on social media platforms.

3. Potential impact on businesses: For businesses and content creators, personalized content recommendations can be an effective tool for reaching and engaging with their target audience. The ability to opt out of personalized content may make it harder for them to connect with their intended audience and may impact their reach and visibility.

4. Limited exposure to diverse perspectives: While non-personalized content feeds may offer a more balanced online experience, they may also limit users’ exposure to diverse perspectives and opinions. Personalized recommendations can introduce users to new ideas and viewpoints that they may not have otherwise encountered.

5. Impact on advertising revenue: Personalized content recommendations play a crucial role in targeted advertising. By opting out of personalized content, users may limit the effectiveness of targeted ads, which could impact advertising revenue for social media platforms and potentially lead to changes in their business models.

Overall, the ability to opt out of personalized content recommendations presents both advantages and disadvantages. It offers users greater control over their online experience and privacy, but it may also have implications for engagement, content discovery etc.

Hypothesis: The implementation of the Digital Services Act’s provisions allowing users to opt out of algorithm-driven personalized content on social media platforms has the potential to contribute to an increase in the number of users on these platforms in the future. This hypothesis is grounded in the idea that users’ growing concerns about the intrusive nature of algorithms and data tracking could lead to a renewed interest in social media platforms that offer more control over content consumption.

As users become more aware of the data-driven algorithms shaping their social media experiences, a significant portion of them may feel discomfort with the notion of being constantly profiled and subjected to content that might not align with their preferences. The newfound ability to switch to non-personalized content feeds, as enabled by the Digital Services Act, addresses this concern by providing users with a more straightforward and authentic social media experience.

In one scenario, this change could attract users who have previously refrained from joining social media platforms due to privacy concerns. As more users realize that they can enjoy a social media environment that respects their preferences and reduces data tracking, there may be an influx of new users seeking a more genuine and unfiltered connection with friends and peers.

In another scenario, existing users who have become disenchanted with the algorithmic manipulation of content might find renewed interest in the platforms. The option to switch to a chronological feed populated by posts from friends could rekindle user engagement and provide a sense of nostalgia for a time when social media felt less commercialized and more community-oriented. This shift could lead to increased time spent on the platforms and more active participation, ultimately contributing to higher user numbers.

However, it’s important to note that the impact of this change on user numbers will depend on several factors. User adoption will rely on effective communication by platforms about the benefits of opting out of personalized content. Additionally, the success of this change will be influenced by users’ perception of the value of chronological feeds compared to algorithmic ones.

In conclusion, the Digital Services Act’s provisions allowing users to decline algorithm-driven personalized content could lead to significant changes in the social media industry. While one scenario envisions a transformation of user engagement and content quality, the other forecasts adjustments in business models and advertising strategies. These shifts could reshape the industry towards a more user-centric and value-driven direction, offering users a more authentic and meaningful social media experience.

How do you think the option to opt out of algorithm-driven personalized content on social media platforms will impact your overall social media experience? Will it enhance your engagement or change the way you use these platforms?

Share your thoughts below.