European Union lawmakers on Tuesday called for the introduction of a “non-addictive youth mode” on social media platforms, urging companies to disable features that could encourage excessive use among children and teenagers. The proposal comes as the EU continues to increase pressure on major platforms, including Facebook, TikTok and Instagram, to make their services safer for younger users.

Members of the European Parliament’s culture committee said social media platforms should provide a dedicated youth mode where addictive features and targeted advertising are switched off. The demand reflects growing concerns in Europe that digital platforms should be designed with child safety in mind before young users access them.

The lawmakers highlighted several features they believe contribute to addictive behaviour, including infinite scrolling, autoplay videos, push notifications and highly personalised recommendation systems. EU lawmaker Sandro Ruotolo said the primary responsibility for protecting children and adolescents should rest with the companies that create and operate digital platforms.

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The committee also called for stronger regulation of influencer activity through an EU-wide code of conduct and a common definition of influencer marketing. Lawmakers stressed that greater transparency is needed around platform algorithms and content moderation systems, arguing that unclear recommendation processes make it difficult for young users to understand why certain content appears, is promoted or removed.

The push follows recommendations from an expert report released on Monday that called for a “safety-by-design” approach, where platforms are built with protections for minors from the beginning. The report also suggested restricting social media access for children below the age of 13 unless they are using the platforms under adult supervision. European Commission President Ursula von der Leyen has backed possible restrictions and said a legal proposal is expected after the summer break.

The European Commission has already taken steps to pressure technology companies to change their platform designs. The EU’s digital regulators recently urged Facebook and Instagram to address addictive features, following earlier action targeting TikTok. Once new legislation is proposed, representatives from the European Parliament and EU member states will negotiate the final rules governing children’s safety online.

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