70+ Groups Push Back Against Big Tech's 'Enshittification

A viral video showing someone deliberately ruining websites with pop-ups and annoying ads has sparked a global movement to reclaim the internet from Big Tech.

Over 70 advocacy groups from the US, EU, and Norway sent letters to politicians in 14 countries demanding action against "enshittification," a term describing how digital platforms slowly degrade user experience to boost profits. The Norwegian Consumer Council's satirical video, featuring a self-described "professional enshitificator," has reached millions of viewers and ignited conversations about the state of our digital world.

The term was coined by journalist Cory Doctorow in 2023 to describe a predictable pattern. Platforms start by treating users well, then prioritize business customers, and eventually squeeze everyone to maximize their own profits.

Finn Lützow-Holm Myrstad, the Norwegian Consumer Council's digital policy director, points to Facebook as a prime example. The platform shifted from connecting friends and family to flooding feeds with ads and promoted content. "It's a deliberate choice by companies to take advantage of the fact that we're locked in," Myrstad said.

The problem stems from what experts call the network effect. Users stay because their favorite creators are there, while creators stay because their audiences are there. Facebook's 2012 acquisition of Instagram eliminated competition that might have kept platforms honest.

Companies also make switching difficult on purpose. Moving your data, reconnecting with friends, and rebuilding your network on a new platform takes significant time and effort, which keeps people from leaving even when they're unhappy.

The Bright Side

Europe is already fighting back with real tools. The Digital Markets Act forces tech giants like Apple and Google to open their systems to competitors, making it easier for new platforms to emerge. The Digital Services Act requires companies to share data, assess how their design choices impact society, and work with regulators to fix problems.

Companies that ignore these rules face fines up to 6 percent of their global revenue, a penalty big enough to change behavior. Paul Richter, a fellow at the Bruegel think tank, believes government action is essential because market forces alone won't fix the problem.

The campaign's message is simple but powerful: "We can have a better digital world." Advocacy groups are calling for better enforcement of existing laws and stronger protections that rebalance power between consumers, Big Tech, and alternative service providers.

The movement shows that people are ready to demand better, and regulators are listening with laws already in place to make change happen.