European regulators are intensifying scrutiny of major online platforms, including TikTok and Shein, over concerns they employ design features intentionally engineered to be addictive, particularly for young users. Simultaneously, Australia’s ambitious attempt to ban social media for those under 16 is facing practical challenges, highlighting the complexities of regulating the digital lives of minors. These developments signal a growing global reckoning with the potential harms of social media and the need for more robust protections for young people.
On Tuesday, the European Commission formally launched proceedings against Shein, alleging the quick-fashion retailer utilizes addictive design practices to encourage excessive use among children and teenagers. This action follows preliminary findings against TikTok for alleged violations of the Digital Services Act (DSA). The DSA, which came into effect two years ago, aims to create a safer digital space for users within the European Union.
Both investigations center on what’s being termed “addictive design.” The EU contends that platforms like Shein and TikTok manipulate the reward systems in young brains through algorithms and user interface choices, potentially contributing to anxiety and depression. If found in violation, the companies could face fines of up to six percent of their worldwide annual turnover, a significant financial penalty. Firstpost reports that this marks a shift from simply seeking compliance to proactive enforcement of the DSA.
The EU’s focus on algorithmic systems is expanding – those seeking to understand the new labeling requirements, risk classifications, and documentation demands of the EU AI Act can find a comprehensive guide available online. A free implementation guide details the obligations for developers, platform operators, and businesses, including important transition deadlines.
Australia’s Social Media Ban Faces Hurdles
Although Europe is pursuing a regulatory approach, Australia opted for a more drastic measure: a total ban on social media for users under 16, set to seize effect in December 2025. After two months, the results are mixed. The Australian government reports over 4.7 million accounts have been deactivated, with Snapchat alone removing more than 415,000 accounts. However, technical implementation has proven demanding.
Young people are circumventing the ban using readily available methods, including utilizing Virtual Private Networks (VPNs) to mask their location and creating accounts with false birthdates. Critics argue that the ban simply pushes young people towards less-monitored corners of the internet, rather than fostering digital literacy. The Australian regulatory authority maintains that platforms bear the responsibility for developing effective age-verification systems.
A Divergent Path: Europe and Australia
Other Western nations are taking a less decisive stance. In the United Kingdom, the full implementation of the Online Safety Act has been delayed, with the introduction of a central platform register pushed back to July 2026 – a setback for youth protection. In the United States, the Kids Online Safety Act (KOSA) remains stalled in political debate, requiring renegotiation in the new congressional cycle. Even proposals for warning labels, modeled after those used on tobacco products, have yet to gain legal traction.
These developments reveal two distinct approaches to safeguarding the mental health of young people: the EU’s structural approach, focused on regulating addictive features like infinite scroll and autoplay, and Australia’s restrictive approach, relying on blanket age restrictions. Experts generally favor the European model, arguing that transparent algorithms and mandatory risk assessments could benefit all users. The Australian experiment, they say, highlights the limitations of national-level interventions in a borderless digital world.
The proceedings against TikTok and Shein could set important precedents in the coming months, potentially challenging the core business model of the “attention economy.” The world will be watching Australia closely to see if the ban can be effectively enforced. failure to do so could diminish the appetite for similar radical measures elsewhere.
The Expanding Debate on Digital Wellbeing
The concerns extend beyond TikTok and Shein. The European B2C Ecommerce Market Report 2025 highlights the growing presence of platforms like Temu and TikTok Shop alongside established players like Amazon and Zalando. Yahoo Finance reports that the European e-commerce market is expected to exceed $1.5 trillion by 2029, with these newer platforms rapidly gaining market share.
The debate over social media’s impact on mental health is unlikely to subside. As platforms continue to evolve and new technologies emerge, regulators and policymakers will face ongoing challenges in balancing innovation with the need to protect vulnerable users. The next key development will be the EU Commission’s findings in the Shein case, expected in the coming months, which could significantly reshape the landscape of online retail and social media regulation.
This is a developing story. Readers seeking support for mental health concerns can find resources at the Substance Abuse and Mental Health Services Administration (SAMHSA).
