Meta and DSA: EU fine for infinite scroll and algorithms

What has changed: The European Commission opens the Meta front

On July 10, 2026, the European Commission officially communicated that Meta is in violation of the Digital Services Act (DSA) . The dispute concerns some of the most characteristic features of Facebook and Instagram. In particular, infinite scroll, video autoplay, aggressive push notifications, and ultra-personalized recommendation algorithms are at the center of the accusation.

According to Brussels, these features are designed to maximize time spent on the platform. Consequently, they would create addictive dynamics in users, contrary to the DSA's objectives. Therefore, the Commission has initiated proceedings that could lead to sanctions of up to 6% of Meta's annual global turnover.

The news was reported in detail by TechCrunch , which documented the official position of the Commission. Furthermore, it is one of the most relevant proceedings initiated under the DSA since the regulation came into force.

Immediate impact on Italian advertising strategies

For Italian marketing managers, this news is not a distant event. On the contrary, it directly affects the foundations of digital campaigns built on Meta's ecosystems. In fact, infinite scroll and autoplay are mechanisms that increase ad impressions and ad exposure time.

If Meta were forced to modify or disable these features, the volume of available impressions could decrease. Similarly, personalized recommendation algorithms power Meta Ads' targeting system. Limiting them would affect the accuracy with which specific audiences can be reached.

So, companies that currently allocate significant budgets to social campaigns and Digital marketing on Meta must start considering discontinuity scenarios. It's not about abandoning platforms, but about building strategic resilience.

The DSA and the logic of addiction by design

To understand the scope of the accusation, it is helpful to look at the regulatory context. The Digital Services Act came into force in the European Union with the aim of making large digital platforms more accountable. In particular, it imposes obligations for transparency, user protection, and limitation of systems that induce compulsive behaviors.

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

Despite this, Meta has always defended these features as tools for personalizing the user experience. However, the European Commission has deemed that commercial interest prevails over user protection, especially for minors. Therefore, the proceeding is part of a broader regulatory trend, which also involves TikTok and other platforms.

What the numbers don't say yet

At the moment, there is no definitive data on the extent of the changes Meta might be forced to adopt. However, it is possible to reason by scenarios. In fact, the DSA provides for corrective measures before economic sanctions. Therefore, Meta could negotiate intermediate technical solutions.

Similarly, previous regulatory cases — like those related to GDPR — show that large platforms tend to negotiate extensively before implementing substantial changes. Consequently, the operational impact on campaigns may not be immediate, but it's reasonable to expect developments in the next 12-18 months.

In this sense, Gartner has already signaled in its forecasts for the 2027-2028 biennium a progressive increase in regulatory pressure on European social platforms. Therefore, those planning medium-term advertising budgets must integrate this variable into their analyses.

What to do now: three operational directions

Faced with this uncertainty, there are a few strategic directions that marketers can take starting today. First of all, it's a good idea to conduct an audit of Meta channel dependency within your media mix. Specifically, you need to measure what percentage of traffic, leads, and conversions comes exclusively from Facebook and Instagram.

Subsequently, it is advisable to strengthen owned channels — website, newsletter, SEO — which do not depend on the algorithmic logic of social platforms. We at SHM Studio we work with our clients precisely on this type of diversification, integrating SEO strategies , web development and content marketing to build long-lasting digital assets.

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

Outlook: a market that is reshaping itself

This proceeding against Meta is not an isolated incident. On the contrary, it represents a piece of a structural transformation of the European digital market. In fact, the regulatory pressure of the DSA, combined with the rules of the AI Act and the evolutions of the GDPR, is redesigning the rules of the game for all platforms operating in the EU.

For Italian SMEs and mid-market companies, this scenario has concrete implications. In particular, those who have built their digital presence primarily on Meta will need to rethink their marketing architecture. Therefore, diversification is no longer just a best practice, but a strategic necessity.

We at SHM Studio we carefully follow the evolution of this regulatory framework. In addition, we support clients in building strategies Digital marketing that are robust against platform discontinuities. To explore the options available for your business reality, you can contact us directly or explore our Blog for further analysis on the topic.