The next social media regulatory frontier? Australia floats algorithm opt-outs

Australia is considering giving social media users the right to switch off algorithmic recommendations, a move that could reshape how creators build and reach audiences.

Draft legislation released this week would allow Australian users to choose a feed made up only of posts from friends and creators they actively follow. That could benefit creators with loyal, engaged communities, but make it harder for those reliant on algorithms like the “For You” page to grow.

The proposal forms part of the government's draft Digital Duty of Care legislation and an initiative it has called "My Feed, My Way." 

"This is not about giving government control, it is about giving people control," Prime Minister Anthony Albanese said in a statement.

The wider legislation would place obligations on broader digital services including “chatbots, gaming platforms, aps and messaging platforms” to protect users under 18 from harmful content and design features that can negatively affect behaviour or self-esteem.

Platforms would also have to document they address risks and ensure measures remain effective. The legislation would expand the powers of the eSafety Commissioner, with penalties of up to A$109.2 million ($79 million) for non-compliance.

The government is seeking feedback on the measures, with legislation expected to be introduced to Parliament later this year.

The haves and the have-nots

Dr Susan Grantham, a social media expert and senior lecturer in communication at Griffith University, told The Daily Influence the impact of the proposal would depend largely on how users are presented with the choice.

“Defaults matter enormously,” she said. “In most digital environments, people tend to stay with whatever option is easiest or already selected for them.”

If choosing between an algorithmic feed and a following-only feed takes real effort, Grantham said, “we will unlikely see change.” But if it is a genuine, low-friction choice, “I think we could see a meaningful number opting for the latter.”

For creators, Grantham said that could favour those with established communities over those reliant on algorithmic discovery. 

“Having someone actively press ‘follow’ becomes more valuable again,” she said, adding that brands may place greater value on the loyalty of a creator’s audience. 

“A smaller creator whose audience has actively chosen to follow them, trusts them, and consistently engages with their content could become a much more attractive proposition than a creator generating huge but transient algorithmic reach.”

Australian marketing publication Mi3 reported another potential consequence: paid media could become more important. 

The draft does not propose restricting algorithmic optimisation of paid advertising, and Nathan Powell, chief product and strategy officer at creator marketing platform Fabulate, told the publication that if organic discovery becomes harder, brands could rely more heavily on paid distribution.

Powell also warned that emerging creators could be at a disadvantage, saying someone “with 500 followers trying to get discovered” could find it harder, while established names “with millions of followers” would be largely unaffected.