A viral campaign led by the Norwegian Consumer Council (NCC) is highlighting a disturbing trend in the digital world: the systematic decline in quality across major social media and online platforms. This phenomenon, dubbed “enshitification,” describes how services once valued for user experience are deliberately degraded to maximize profits, leaving consumers trapped in increasingly frustrating ecosystems. The issue has sparked a global outcry, with over 70 advocacy groups demanding action from politicians across 14 countries.
Understanding Enshitification
The term “enshitification” was coined in 2023 by journalist Cory Doctorow to describe a predictable cycle: platforms first attract users with quality service, then exploit those users to benefit business customers, and finally, extract maximum profit even at the expense of both users and businesses.
In practice, this means aggressive monetization strategies: more ads, paywalled features that were once free, and a relentless push for subscriptions. Finn Lützow-Holm Myrstad, the NCC’s director of digital policy, explains that this is not accidental but a “deliberate choice” by companies banking on user inertia. Users remain locked in because they have no viable alternatives.
There is no single metric to define when a service becomes “enshitified,” making it a subjective experience. However, platforms like Facebook are frequently cited as examples, now prioritizing promoted content over genuine connection – a direct consequence of profit-driven decision-making.
Why Digital Products Are Vulnerable
Digital products are uniquely susceptible to enshitification because they can be modified at will, unlike physical goods. This allows platforms to introduce anti-consumer practices with ease. The problem worsens as competition diminishes; mergers and acquisitions concentrate market power, reducing the pressure to innovate or prioritize user experience.
Facebook’s acquisition of Instagram in 2012 serves as a key example: had this merger been blocked, competition might have remained stronger, preventing the unchecked degradation seen today. The “network effect” further exacerbates the issue – users are reluctant to leave if their friends, creators, or essential services remain elsewhere.
The Role of Regulation
Despite awareness of enshitification, regulatory action has been slow and ineffective. Europe’s Digital Markets Act (DMA) and Digital Services Act (DSA) offer potential solutions. The DMA mandates interoperability, forcing tech giants like Apple and Google to open up their systems to competitors. The DSA requires platforms to share data, assess societal impact, and cooperate with regulators.
However, enforcement remains weak, and fines are often insufficient to deter anti-competitive behavior. Myrstad calls for stricter penalties and advocates for legislation like the upcoming Digital Fairness Act (DFA), which could address deceptive design and addictive mechanisms.
The Path Forward
Breaking the cycle of enshitification requires a fundamental shift in incentives. Platforms need to prioritize users again, which could be driven by the emergence of viable alternatives. However, market forces alone are unlikely to achieve this; governments must intervene.
The current situation is unsustainable. Users are increasingly aware of the problem, and political momentum is building. The challenge now is whether regulators will act decisively to protect consumers and restore a better digital world.
