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 announced that Meta is in violation of 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 the time users spend on the platform. As a result, they are said to foster addictive behavior among users, which runs counter to the objectives of the DSA. Consequently, the Commission has launched a proceeding that could result in fines of up to 6% of Meta’s annual global revenue.

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

Immediate impact on Italian advertising strategies

For Italian marketing managers, this news is not a distant fact. 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 exposure time to ads.

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 impact the precision with which specific audiences can be reached.

So, companies that today allocate significant budgets to social campaigns e digital marketing Meta must start considering discontinuity scenarios. This is not about abandoning platforms, but about building strategic resilience.

DSA and the logic of by-design dependency

To understand the scope of the accusation, it is useful to frame the regulatory context. The Digital Services Act came into force in the European Union with the aim of holding large digital platforms accountable. In particular, it imposes obligations of 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 has 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 ruled that commercial interests outweigh user protection, especially for minors. Therefore, the proceedings are part of a broader regulatory trend that also involves TikTok and other platforms.

What the numbers don't say yet

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

Similarly, previous regulatory cases—such as 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 developments are reasonably expected 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 media 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 several strategic directions that marketing managers can pursue starting today. First and foremost, it is advisable to conduct an audit of channel dependency on Meta within your media mix. Specifically, it is necessary to measure what percentage of traffic, leads, and conversions comes exclusively from Facebook and Instagram.

In addition, 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 strategy, web development e content marketing to build 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. Likewise, investment in AI solutions For audience analysis, it can reduce reliance on proprietary platform algorithms.

Prospects: A Market Being Redesigned

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 have to rethink their marketing architecture. Therefore, diversification is no longer just a best practice, but a strategic necessity.

We of SHM Studio We are closely following the evolution of this regulatory framework. In addition to this, we support clients in building strategies digital marketing that they are robust against platform discontinuities. To explore the options available for your company, you can contact us directly to explore our blog for further analysis on the topic.