Observed Signal · Sep 30, 2026 · Policy Update · Source: The Drum · Impact: 2/5 · Sentiment: Neutral
Australia's 'My Feed, My Way' Could Reshape Social Advertising
Australia is proposing legislation called 'My Feed, My Way' that would require social media platforms to prompt users aged 16 and over to choose whether their default feed includes algorithmically recommended content. Proponents argue this could reduce addictive engagement and shift brand advertising from algorithm-gaming to content worth following. Instagram's Adam Mosseri has stated that without recommendations, engagement drops by up to 50%, but the article argues this decline is the goal of the legislation, not a drawback. The opinion piece suggests that a following-only feed would force brands to create more meaningful content. It cites examples like Ffern's short film, Manors' golf story, and Surreal's Blue Peter presenter comeback as brands already succeeding with this approach.
This article is an opinion piece discussing a potential regulation in Australia. While it could impact social media advertising if implemented, it is currently only a proposal. The piece presents arguments for and against, but lacks concrete details or industry-wide implications.
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Key Takeaways & Evidence Grounding
- Australia proposes legislation 'My Feed, My Way' requiring social platforms to let users over 16 choose a feed without algorithmic recommendations.
- Instagram's Adam Mosseri says engagement can drop by up to 50% without recommendations.
- The article is an opinion piece from NUSA Studios co-founder Toby Hart.
- It argues brands would need to create content worth following rather than optimizing for algorithms.
- Examples of brands using a following-only approach: Ffern, Manors, Surreal.
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Australia proposes 'My Feed, My Way' law for algorithmic feed opt-out
Australia's Labour government, led by Prime Minister Anthony Albanese, has introduced draft legislation requiring social media platforms like Meta, TikTok, and Google to offer users over 16 an 'opt-out' from algorithmic recommendation feeds. The 'My Feed, My Way' initiative, spearheaded by Communications Minister Anika Wells, lets users choose a chronological, follower-based feed. Non-compliant companies face fines up to A$109.2 million ($79 million), enforced by the eSafety regulator, which would also gain powers to order rapid removal of harmful content. The bill includes protections for under-18s against addictive design in AI chatbots and online games, and follows Australia's under-16 social media ban, Meta's $18 billion teen safety settlement, and child safety undertakings with Roblox. The government is consulting on opt-in versus opt-out mechanics, and the legislation is set for Parliament this year.
Instagram CEO Mosseri Defends Algorithm Against Australia's Opt-Out Plan
Australia is planning a 'Digital Duty of Care' law that would allow users to opt out of algorithmic feeds on social media. In response, Instagram CEO Adam Mosseri explained the role of ranking algorithms, arguing that without them, feeds would be flooded with content from the most frequent posters, typically brands and publishers, moving away from a friend- and creator-centric experience. He detailed how Instagram uses historical user behavior to predict interest and create relevance scores, balancing chronology with ranking. The article also mentions features like 'Following Feed' and 'Your Algorithm' that give users control. The proposed law is still in early stages, with implementation details to be determined.
Australia Plans Law Allowing Users to Disable Social Media Algorithms
Australia is drafting legislation, the 'Digital Duty of Care', that would require social media platforms like Instagram, TikTok, and others to offer users the option to view feeds without algorithmic curation. The government, led by Communications Minister Anika Wells, aims to protect users from harmful content and echo chambers, but technical implementation and details are still under discussion. The bill is expected to be introduced soon, with penalties for non-compliance. Some platforms, like Bluesky, already offer a similar opt-out for creator distribution, but not for reception. Opposition leader Angus Taylor has raised concerns about censorship, and the government has not ruled out the possibility of major platforms withdrawing from Australia over these regulations.
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