U.K. Considers Endless Scrolling Regulation Over Child Safety

In Focus

• New regulation could overhaul core features in TikTok and Instagram
• The U.K. is considering an under-16 social media ban
• The government is consulting parents and teenagers on the issue

The U.K. government is planning to introduce new regulations to compel social media platforms to overhaul addictive app design features like endless scrolling. Prime Minister Keir Starmer weighed in on Instagram’s endless scrolling ban. He said there is a need for tech companies to fix designs that keep users, including children, engaged for long periods of time.

Addictive Scrolling is Problematic, Starmer Says

Starmer said tech giants like Meta and TikTok have built algorithms that foster addictive behavior. Features like autoplay and infinite feeds are deliberately designed to capture user attention and need to be removed or restricted. Starmer further added that pressure from parents is mounting on the government to intervene in the situation.

This is not the first time that concerns over the impact of doomscrolling on mental health are being raised. Previously, British regulators introduced child protection rules requiring social media platforms to take action to keep young people safe online. The government appears to be moving towards actual social media regulation, and is now considering an under-16 social media ban.

“We’re consulting on whether there should be a ban for under 16s. But I think equally important, the addictive scrolling mechanisms are really problematic to my mind. They need to go,” Prime Minister Starmer noted as cited by Reuters.

Starmer’s remarks came weeks after U.K. regulators demanded that social media platforms tighten their age-verification mechanisms.

The British Government is Consulting Parents

The U.K. government is testing curfews, bans, and social media time limits to see how such measures would impact family life, sleep, and school work. Over 45,000 responses have been received as part of the government’s public consultation on children’s online safety. Parents and teenagers have until May 26, 2026 to share their views.

“We want to hear from mums and dads who are worried about the amount of time their children spend online and what they are viewing. We want to hear from teenagers who know better than anyone what it is like to grow up in the age of social media. And we want to hear from families about their views on curfews, AI chatbots and addictive features,” Technology Secretary Liz Kendall noted.

Globally, governments are considering rules to regulate how under-age users interact with digital platforms. Last year, Australia became the first country to ban social media for under-16re users. Since then, Indonesia and Greece have introduced similar bans.

What Would This Regulation Mean to Tech Firms?

If the U.K. regulates addictive scrolling features, platforms such as Instagram and TikTok will have to rethink their algorithm designs. Infinite scrolling is more than a feature, it underpins how these apps attract and sustain user engagement.

Restricting or removing them means a fundamental shift in how the platforms operate. When it comes to screentime, governments are increasingly questioning whether leaving the responsibility to users and parents is sufficient. A matter that once appeared to be an individual’s habit is now attracting regulatory scrutiny globally.