‘We can have a better digital world’: Global campaign targets ‘enshitification’ of social media

A Norwegian Consumer Council (NCC) video has gone viral, highlighting increasing worries about the declining quality of major online platforms. The clip showcases a self-proclaimed “professional enshitificator” who systematically injects pop-ups into websites, inserts ad interruptions into YouTube content, and deploys intrusive phone updates. This demonstration is part of a broader international initiative aimed at raising awareness about the gradual transformation of once-user-friendly digital services into less convenient, profit-driven systems.

The Concept of Enshitification

The term “enshitification” was first used in 2023 by journalist Cory Doctorow. He described it as a process where platforms initially serve users well but later shift focus to benefit business clients, ultimately undermining user experience to maximize revenue. “We must rebalance power between consumers, Big Tech, and alternative service providers,” the NCC wrote in a February letter to EU officials, emphasizing the need for systemic change.

“We can have a better digital world,” a February letter from the NCC to EU officials reads.

Finn Lützow-Holm Myrstad, the NCC’s digital policy director, explained that enshitification occurs through intentional modifications to digital services. These changes, such as forcing advertisements or subscriptions for previously free features, are designed to exploit user dependency. “It’s a deliberate process,” Myrstad stated, “a deliberate choice by companies to take advantage of the fact that we’re locked in and don’t have other choices.”

Examples and Mechanisms

The NCC report cites Facebook as a prime example of enshitification, noting how the platform has evolved from a tool for connecting friends and family into a space dominated by monetized content. “The feed now includes forced advertisement breaks, vast AI-generated noise, and various other content,” the report observed. Myrstad highlighted that digital products are particularly susceptible to this trend due to their ease of modification, enabling the spread of anti-consumer and anti-competitive practices.

Paul Richter, a Bruegel think tank fellow, added that platforms are not intentionally degrading user experience but prioritize monetization when faced with a choice. “Every time competition decreases, it becomes easier for these platforms to lower their service standards,” Richter warned. Early social media platforms, he explained, competed fiercely to attract users, creators, and advertisers. But mergers and acquisitions have since consolidated the market, reducing the pressure to innovate.

Breaking the Cycle

The NCC and Richter argue that reversing enshitification requires incentives for platforms to improve user-centric design. This could involve fostering alternatives to dominant services, which are currently scarce. However, Richter cautioned that market forces alone are insufficient. “Governments will need to intervene,” he said, to ensure companies don’t exploit their users’ lack of options. Europe already has some relevant legislation in place, though more action is needed to address the issue effectively.