A viral video from the Norwegian Consumer Council (NCC) is raising concerns about the increasing unreliability of many major digital platforms.
In this clip, an individual presenting themselves as a “enshitification professional” demonstrates live how to integrate pop-ups on websites, insert ad interruptions in YouTube videos, and install intrusive updates on smartphones.
Viewed millions of times, this video is part of a global campaign warning against this phenomenon called “enshitification”, which refers to the gradual degradation of once user-friendly platforms and services.
Over sixty consumer and civil rights organizations from the United States, European Union, and Norway have sent letters to policymakers in over fourteen countries, urging stronger action against this “enshitification”.
“We can aspire to a better digital world,” a letter from the NCC sent in February to EU representatives states. “It is essential to rebalance the power dynamics between consumers, tech giants, and alternative providers.”
**Context: The Norwegian Consumer Council’s viral video sheds light on the concept of “enshitification” and the concerns regarding the deteriorating quality of digital platforms and services. The campaign aims to address this issue and advocate for better consumer protection.
**Fact Check: The term “enshitification” was introduced by journalist Cory Doctorow in 2023, highlighting the shift from user-centric platforms to those prioritizing commercial interests.
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