Social media networks are optimized for what they call “engagement” -- that is features that, by their nature, almost invariably lead to addictive behaviour from their users. Because that is an inseparable part of the mechanism by which they earn their revenue. Now the EU regulatory authorities are taking direct aim at these very features of those networks <https://arstechnica.com/tech-policy/2026/07/disable-auto-play-and-infinite-scroll-or-risk-massive-fines-eu-tells-meta/>. Can it succeed in reining them in?