Search Here

Excessive social media use poses serious threats to teenagers. Research shows that it leads to distractions, sleep disturbances, and exposure to various harms such as bullying and peer pressure. 

One of the major contributors to this issue is Meta Platforms, Inc., the 800-billion-dollar conglomerate behind Facebook and Instagram, now facing legal action from the attorneys general of 33 US states. 

Allegations include deliberately addicting children to dopamine-stimulating online activities, failing to disclose associated risks, and violating the Children's Online Privacy Protection Act or COPPA. The 233-page Complaint sheds light on Meta's manipulation tactics, exploiting the neurotransmitter dopamine to foster addictive behavior. 

The Complaint includes an explanation of how Meta's business model revolves around maximizing revenue through user engagement, primarily targeting younger audiences. Facebook and Instagram are strategically designed to prolong user interaction, translating into increased ad exposure and, consequently, higher profits for Meta. This legal action aims to hold Meta accountable for the adverse mental health impacts of its social media platforms on the youth. Here are some of the addictive tactics used by the platform, as described in the Complaint.

Validation by views and likes

Social media platforms exploit the brain's reward system through likes and views, triggering dopamine release and fostering a perpetual quest for approval and validation.

Variable and unpredictable rewards

Variable rewards, like sporadic likes and comments, activate the brain's reward center more effectively, intensifying emotional responses and enhancing the addictive nature of social media engagement.

Ephemeral content and FOMO

Utilizing users' fear of missing out or FOMO, ephemeral content, such as disappearing stories, creates urgency by tapping into the brain's fear of social exclusion, compelling users to frequent the platform to avoid missing out.

Push notifications and alert sound

Social media apps employ push notifications and alerts to trigger an immediate response, exploiting the brain's stress response and contributing to the addictive cycle of heightened arousal and engagement.

Infinite scroll and autoplay features

Designed to satisfy the brain's novelty-seeking instinct, infinite scroll and autoplay features facilitate continuous, effortless content consumption, fostering prolonged and compulsive social media use.

Engagement feed

Crafted through algorithms, the engagement feed personalizes content, activating the brain's reward system by delivering tailored experiences. This amplifies the addictive quality of social media through a sense of connection and relevance.