“Platforms designed to maximise engagement,” lawyers argue in Meta-Google social media addiction trial

Meta

• Meta and Google face scrutiny over addictive platform features
• Infinite scrolling and autoplay videos may lead to overuse
• Jury deliberates, outcome may impact tech regulation and design

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A landmark social media harm case in the United States has placed Meta and Google under scrutiny over whether platform design features such as infinite scrolling and autoplay videos contribute to addictive user behaviour. The case, heard in Los Angeles over several weeks, focuses on whether these features encourage users, particularly young people, to spend excessive time on social media platforms.

Lawyers representing the plaintiffs argued that these mechanisms are intentionally built to keep users engaged for longer durations. Technology companies, however, rejected the allegations and said their platforms are designed to improve user experience rather than create dependency.

How infinite scrolling works

Infinite scrolling is a design feature that allows social media feeds to continue loading new content without a clear end. Instead of users reaching the bottom of a page, additional posts automatically appear as they scroll further.

During the trial, Arturo Béjar, a former Meta employee involved in child online safety, explained that the mechanism creates a continuous loop of content consumption. According to him, users often keep scrolling in anticipation that the next post might be more interesting or rewarding than the previous one.

Internal communications presented in court reportedly showed that some employees had raised concerns about increasing “reward tolerance” among users, suggesting that people may require more content to feel the same level of engagement over time.

Autoplay videos and extended viewing

Autoplay videos were another major focus of the case. This feature automatically starts a video when users scroll to it or when the previous video ends. Platforms such as YouTube, Instagram and several streaming services use autoplay to keep users watching content without requiring them to actively select the next video.

Experts told the court that autoplay can extend viewing sessions because users often watch a portion of the video to understand what is happening before deciding whether to stop.

Notifications, likes and other engagement metrics were also discussed during the proceedings. Researchers said these elements can trigger psychological responses associated with rewards and social validation.

Mark Griffiths, a behavioural addiction expert, explained that receiving likes or interactions can release dopamine, a chemical linked to pleasure and motivation. However, he noted that most social media use falls under habitual behaviour rather than clinical addiction.

Meta executives have maintained that social media is not “clinically addictive”, comparing it to habits such as watching television shows. The jury in the case has begun deliberations, and the outcome could influence how regulators evaluate technology companies’ responsibility for platform design and user wellbeing.