Talking policy for a bit, it’s worth noting how many people use (or rather how many accounts there are) each social media platform in the U.K., taking common ones only:
- Facebook: 50+ million
- YouTube: 50+ million
- Instagram: 35+ million
- TikTok: 25+ million
- Twitter: 15+ million
- TikTok: 5+ million
- Bluesky: 3m
- Mastodon: ?150k
For reference, the U.K. population is about 70m. I’m not sure whether to include WhatsApp (30+ milllion users) because it’s mainly a messaging app.
So, if I were crafting legislation, I’d probably only include social media with > 10m users. If TikTok exceeds that at some point, then it’s covered, but right now it isn’t, and nor is Bluesky, Mastodon, or ENWorld (sorry,
@Morrus).
Let’s say we’re looking at 3 (non-exclusionary) approaches to regulation:
- Banning access for those under 16;
- Banning algorithmic scrolling;
- Holding social media companies responsible for content (as if they were publishers).
Approaches can be combined - for instance, you could combine 2 and 3 so that social media companies are responsible for algorithmically presented content.
What are the likely responses of SM companies to these approaches? I think:
- Institute basic age controls (you declare that you’re over 16). About half of people under 16 obey the law, the other half break it (with VPNs or by just lying).
- React furiously in many cases and stop operating in the U.K.; some will provide a hard to find button to turn off algorithmic scrolling.
- React even more furiously and stop operating in the U.K. altogether. Smaller SM platforms such as RedNote become more popular until they pass the 10m threshold.
How true is that, and what do we think?
(As noted previously, it’s interesting to see what the effect has been in other countries. In Australia, the effect of 1 was roughly as above, but RedNote etc also did become more popular.)