The EU is preparing to allow users to turn off automatic playback of the next episode, push notifications that have nothing to do with you, and continuous check-ins that clear after a day.
According to the draft Digital Fairness Act, the European Commission plans to require companies to allow users to turn off features that induce compulsive or excessive use, and must provide adult users with a turn-off option. The draft is expected to be released on November 11, with penalties of up to 6% of annual revenue for violations.
Related to AI is another one: AI systems that use simulated human relationships to extend interactions are also subject to regulation.
To put it bluntly, they are those AI companion products that ask "Why didn't you come to me today?", act coquettishly, and make you feel sorry for not chatting with them. The retention of this type of product relies heavily on emotional dependence. The draft puts it in the same basket as automatic playback and check-in rewards, and treats it as an addiction design.
The list of people who may be affected is very long, and there are a large number of e-commerce platforms besides Meta and Google. Companion AI applications are small in size, but their business models are almost entirely based on “letting you chat more”, so the impact is more direct.
The day before, the European Union had just accused TikTok of creating a "rabbit hole" effect by its recommendation algorithm, and the upper limit of the fine was also 6%. The EU's thinking in this round is very consistent: no matter what the content is, first deal with the mechanism that makes people unable to stop.
There is still a long way to go from draft to formal law, and both member states and parliaments will take action.