Australia takes the fight to the giants' algorithms: "Giving users the power"

Social media users in Australia will be allowed to choose their default view, according to a bill tabled by the government in September. Giants like Facebook and Instagram should be forced to allow users to turn off recommendation algorithms entirely.

- It's not about giving the state control, it's about giving the people control, says Prime Minister Anthony Albanese.

Users should be able to choose between an algorithm-driven feed with recommended content and a feed with only posts from friends and accounts they follow.

In Sweden and the rest of the EU, it is already possible to largely opt out of algorithms in social media, even if it is not entirely easy. On video-heavy platforms like Instagram and Tiktok, it's possible to select a feed with only followed accounts, but when the user exits the app and then re-opens it, the user is back in the algorithm-driven feed.

- Today, we are to a greater extent passive consumers who receive content that the platforms think we want, because they read our behavior and adapt the algorithms to maximize our attention, says Jannike Tillå, head of public benefit and communication at the Internet Foundation.

A legal requirement for selectable algorithms challenges the entire business model of the large technology companies.

- It is no coincidence that these platforms work with algorithms that give us easy-to-chew content that makes us stay for a long time. That's how they get more ad views and make money, says Jannike Tillå.

If users opt out of the algorithms, screen time is likely to decrease, leading to fewer ad impressions and directly reduced revenue for the platforms.

In the Internet Foundation's reports, many state that they get stuck in scrolling and that they feel that they feel worse because of it. Most people also feel that they end up in so-called filter bubbles, where they just get more and more of the same content.

- You would probably spend less time on social media depending on how you have put together your feed. There are probably those who think it would be a good proposal in Sweden as well, says Jannike Tillå.

At the same time, Jannike Tillå points out that algorithms are not only negative, but also help people discover new interests and accounts. Without them, some would probably find the flow more boring.

The Australian bill will also protect people under 18 from content that glorifies crime, pornography, misogyny or eating disorders.