What is algorithmic pluralism and how can it give users more control over their social media feeds?
In 2026, the European Commission will be introducing a new piece of tech legislation: the Digital Fairness Act (DFA). The law will revamp the EU’s consumer legislation to ensure that harms to consumers online are more adequately addressed and prevented.
The Digital Fairness Act is set to address issues such as addictive design and dark patterns – two concepts which describe practices such an infinite scrolling, autoplay, and online subscriptions that are difficult to terminate. Many of these features are inherent to the way that social media platforms operate as they are crucial for pushing users to spend more time and money online.
The DFA is an important opportunity for rebalancing the relationship between users and platforms so that users feel less trapped in toxic social media usage.
CCDH wholeheartedly supports the DFA’s goal to make the online world fairer for users. In this spirit, CCDH submitted a response to the open consultation made available by the European Commission. In it, we advance the concept of algorithmic pluralism as a solution to the lack of freedom and choice that users face on social platforms.
What is algorithmic pluralism?
Algorithmic pluralism refers to the idea that users should be able to choose or contribute to designing the algorithms that dictate what they see on social media.
Why do we need algorithmic pluralism?
We need algorithmic pluralism because algorithms currently only serve the purpose of maximising engagement. The problem with this is that harmful content receives more engagement from users, mostly because it is shocking and draws attention.
Algorithms are therefore more likely to promote harmful or false content that promotes anger and division because they know users are likely to engage with it.
CCDH research has shown, time and again, the harm of social media algorithms.
Having the ability to choose or modify the algorithm would give agency back to users on the content they consume, while also aligning with the DFA’s goal of minimising addictive design and dark patterns.
How would algorithmic pluralism work in practice?
There are two ways that algorithmic pluralism can be operationalized:
- Users can give input into how their algorithm is designed.
- Users would give their input through a dedicated channel or menu made available by the platform.
- Users would be able to opt-in to personalized recommendations and pick which data points are used to inform the algorithm.
- The design and development of the algorithm should be made public by the platform so it can be assessed by third parties.
- Allow other providers to curate algorithms.
- Users could have access to multiple feeds. This would enhance their freedom to choose what their digital environment looks like.
- Platforms would need to allow interoperability with other algorithm providers.
- Third parties could compete in the design of algorithms.
To give a concrete example, algorithmic pluralism could mean that users can choose to have their feeds presented in ‘chronological order’ or show ‘only trusted sources’ of information. These options would create a digital world that is firmly in the hands of users, rather than dictated by a few large tech companies.
Many of the harms enabled by online platforms could be solved with increased algorithmic choice and transparency. Users could choose to have feeds that end, preventing the scrolling addiction endemic to platforms. Users could choose algorithms that show information that has been verified by independent bodies, leading to feeds that are information integral.
Algorithmic pluralism offers a concrete vision for a better digital world. It would transform current platforms from hubs of viral mis- and disinformation to spaces where people can convene, communicate, and be entertained in healthier ways.
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