Meta and the DSA: EU Fine Over Infinite Scroll and Algorithms

What has changed: the European Commission opens a front against Meta

On July 10, 2026, the European Commission officially announced that Meta is in breach of the Digital Services Act (DSA). The charges concern some of the most distinctive features of Facebook and Instagram. At the center of the accusation are infinite scroll, video autoplay, aggressive push notifications and ultra-personalized recommendation algorithms.

According to Brussels, these features are designed to maximize the time users spend on the platform. As a result, they would create addictive dynamics, at odds with the goals of the DSA. The Commission has therefore opened proceedings that could lead to fines of up to 6% of Meta's annual global revenue.

The story was covered in detail by TechCrunch, which documented the Commission's official position. It is also one of the most significant proceedings launched under the DSA since the regulation came into force.

Immediate impact on Italian advertising strategies

For Italian marketing managers, this is not distant news. On the contrary, it hits the foundations of digital campaigns built on Meta's ecosystems. After all, infinite scroll and autoplay are mechanisms that increase ad impressions and the time people are exposed to ads.

If Meta were forced to change or disable these features, the volume of available impressions could shrink. Likewise, personalized recommendation algorithms power Meta Ads targeting. Limiting them would affect how precisely you can reach specific audience segments.

So companies that currently allocate significant budgets to social campaigns and digital marketing on Meta need to start considering disruption scenarios. This isn't about abandoning the platforms, but about building strategic resilience.

The DSA and the logic of addiction by design

To understand the scope of the accusation, it helps to look at the regulatory context. The Digital Services Act came into force in the European Union to hold large digital platforms accountable. In particular, it imposes obligations on transparency and user protection, and limits systems that encourage compulsive behavior.

According to academic and institutional research, social media interface design has been deliberately optimized to maximize engagement. For example, a study cited by Harvard Business Review showed how push notifications and infinite scroll trigger variable reinforcement mechanisms, similar to those studied in behavioral psychology.

Even so, Meta has always defended these features as tools for personalizing the user experience. However, the European Commission has concluded that commercial interest outweighs user protection, especially for minors. The proceedings are therefore part of a broader regulatory trend that also involves TikTok and other platforms.

What the numbers don't say yet

At the moment, there is no definitive data on how far Meta may be forced to change its platforms. Still, we can think in terms of scenarios. The DSA provides for corrective measures before financial penalties, so Meta could negotiate interim technical solutions.

Similarly, earlier regulatory cases, such as those related to the GDPR, show that large platforms tend to negotiate at length before implementing substantial changes. As a result, the operational impact on campaigns may not be immediate, but it's reasonable to expect developments over the next 12-18 months.

In this regard, Gartner has already pointed to growing regulatory pressure on European social platforms in its forecasts for 2027-2028. If you're planning advertising budgets for the medium term, you need to factor this variable into your analysis.

What to do now: three practical directions

Faced with this uncertainty, there are some strategic directions marketing leaders can take today. First, start by auditing your dependence on Meta within your media mix. In particular, measure what percentage of your traffic, leads and conversions comes exclusively from Facebook and Instagram.

Next, strengthen your owned channels, such as your website, newsletter and SEO, which don't depend on the algorithmic logic of social platforms. At SHM Studio, we work with our clients on exactly this kind of diversification, combining SEO strategies, web development and content marketing to build lasting digital assets.

Finally, it's worth exploring alternative paid advertising channels. For example, Google Ads and LinkedIn campaigns offer ecosystems that are less exposed to the current European regulatory challenges. Investing in AI solutions for audience analysis can also reduce your dependence on platforms' proprietary algorithms.

Outlook: a market being redrawn

This proceeding against Meta is not an isolated episode. On the contrary, it is one piece of a structural transformation of the European digital market. The regulatory pressure of the DSA, combined with the AI Act and the evolution of the GDPR, is redrawing the rules of the game for every platform operating in the EU.

For Italian SMEs and mid-market companies, this scenario has real implications. In particular, if your digital presence is built mainly on Meta, you will need to rethink your marketing architecture. Diversification is no longer just a best practice, but a strategic necessity.

At SHM Studio, we closely follow the evolution of this regulatory framework. We also help clients build digital marketing strategies that hold up against platform disruptions. To explore the options available for your business, you can contact us directly or browse our blog for more analysis on the topic.