Addictive “brain hijacking” methods used by social media giants to keep users on their platforms have harmful effects, particularly on children, according to an industry insider who says the companies may be violating child protection laws and consumer protection laws by employing such techniques. This researcher, who has over 35 years of experience in the tech and telecom industry, recently testified before Congress, speaking to members about some of the deceptive practices used by social media networks—in particular, “brain hijacking.”[1] “The first time I’d ever heard of brain hijacking, I thought it was something from a science fiction movie,” he recently told media sources. He said that social media apps, including those developed by Google, Meta, and Bytedance, are intentionally developed to be addictive.
Part of what makes these platforms addictive is associated with brain hijacking technologies, which involve suggestive and manipulative advertising, he explained. Though these marketing techniques are nothing new, they are magnified 100 fold and directly target those most vulnerable – young people. He was shocked after coming across an admission in a 2017 Axios interview by the first president of Facebook.
In the interview, it was explained that Facebook was intentionally developed using addictive technologies associated with something he described as a “social validation feedback loop.” The researcher emphasized, “that in itself is what is at the heart of brain hijacking. And what that does is that reassures the end user that what they’re posting on the platform is being accepted by a lot of people. In other words, a social validation feedback loop would be associated with a thumbs up, or confetti or emojis, and that sort of thing after they do a post.”
These are addictive qualities that developers put into their app and platform designs, which ultimately end up harming the user. “[Facebook] actually admitted this during the Axios interview when he said, ‘God only knows what it’s doing to our children’s brains. But it’s not only the brains of children, it’s the brains of the end user, whether it’s an adult, teen, child, or business and user.”
The results are why people check their smartphones up to 150 times a day. Facebook specifically told Axios that the feedback loop was, “exactly the kind of thing that a hacker like myself would come up with, because you’re exploiting vulnerability in human psychology.”
The cyber security and privacy champion also is highlighting the harmful effects these social media platforms have on young teenagers, describing the platforms as, “no different than tobacco companies making bubblegum-flavored cigarettes to sell to children. These social validation feedback loops are what’s at heart, and why young teen girls as well as boys who utilize this technology can be harmed by it—they get addicted to it, they never can find fulfillment in it,” the expert said.
“And then, they end up depressed and they end up always constantly having to look for that validation, not only from the technology, but from the other end users on the platform. This also is dangerous because it contributes to cyber bullying,” he said, “explaining that cyberbullies themselves may become addicted to bullying others online. They [cyberbullies] get a few thumbs up from that post where they’re bullying somebody and then more thumbs up arrive. And then that person, the bully, becomes addicted to harming people, as well as the recipient starts getting harmed,” he explained. “And we all know what that leads to anxiety, self-harm, as well as suicides. And all of those are up among teen and young adult users, especially young girls who utilize the platform.”
Kids are being exploited noting that social media giants may be violating a child online protection law—the Federal Trade Commission’s (FTC) Children’s Online Privacy Protection Act (COPPA) enacted in 1998. It is reported that its illegal for a child under 13 to use any type of technology that is supported by predatory apps that are developed to exploit the user for financial gain through methods such as data mining and surveillance.
Further analysis shows that the legal language on a Samsung Galaxy Note smartphone that was pre-installed with over 175 apps created or developed by 18 companies, including Chinese tech company Baidu. What is often hidden from the user within the devices themselves is “the most important part of your terms of use.” This includes the application permission statements and application product warnings “which describe in great detail how much surveillance and data mining that the tech companies can conduct on you.” Tech companies do not want that online. They hide that within the devices, and some of those application permission statements actually contain product warnings,” he said.
Another cigarette analogy was offered that it would be like the warning for cigarettes being printed on the inside of the package. So that after a person consumes the product, they then understand that the warning explains that cigarettes cause cancer, “it is very much the same thing.” Tech hides the product warnings within the application permission statements, which can only be accessed from within the device and not online. Tricky, huh? Many believe the FTC should be taking action to investigate these companies for related harm reported by their consumers, and enforce existing customer laws, particularly since former senior executives, such as with Facebook, have on the record admitted that they developed these technologies to be addictive. Even at the expense of the end user safety.
“We not only had these platforms weaponized against the end user to exploit them for financial gain through harmful technology, such as addictive apps, but now they’re using them to oppress people and spread misinformation, censorship, crush freedom of the press, and in other things,” the expert added. “It’s unbelievable.”
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[1] https://www.theepochtimes.com/mkt_app/addictive-brain-hijacking-methods-of-social-media-platforms-harmful-to-users-especially-children-insider_4168937.html
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