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, apps 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.”

Grantham said that could favour creators 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.”

Follow us or pay us

Samantha Gray, social lead at Australian media agency RCJ, said one likely impact would be brands putting more money behind paid reach.

"If we do see uptake in the return to follower-first feeds, the clearest change would be brands paying to replace reach they used to get for free," she told The Daily Influence, adding that she'd expect budgets to grow as a result.

Gray also questioned how many users would switch in the first place, arguing that people increasingly use Instagram and TikTok to discover new content rather than simply keep up with accounts they already follow.

If uptake did happen, though, Gray said the impact would vary by platform, with TikTok more exposed than Instagram.

"TikTok's distribution is almost entirely For You-led discovery, whereas Instagram already leans on the followers and sends. Brands weighted heavily to TikTok for reach would feel it first."

On Instagram, Gray said sharing could become increasingly important if recommendation-driven reach declines.

“Brands need to build their campaigns around content that is shareable,” she said.

Gray also cautioned against assuming a shift towards following-only feeds would necessarily mean brands should favour creators with the biggest audiences.

“Brands tend to see better engagement and conversion rates from smaller creators, as their audience is typically more targeted and engaged, so it’s important to avoid conflating audience size with actual reach.”

But Gray said emerging creators could still find other ways to grow.

“A shift back would move the goal posts, rather than remove them. Shares and sends, collabs and off-platform audiences all become more valuable, and those are areas where smaller creators can compete.”