Instagram CEO warns algorithm removal will increase brand content for users

Instagram chief executive Adam Mosseri warned that removing the platform’s algorithm would degrade user experience, leading to more brand‑centric content and reduced time spent on the app. Mosseri described the current algorithm as “feeling like a black box,” but said Instagram is working to give users greater control over what appears in their feeds. His comments come amid a major policy shift in Australia, where Prime Minister Anthony Albanese announced that the government will require social media platforms to let users choose between algorithm‑driven recommendations and a reverse‑chronological feed of the accounts they follow.

The Labor government’s proposal also includes a suite of measures aimed at tackling online harm, and it will mandate that platforms prompt users to opt in or out of algorithmic curation. If enacted, the legislation would give Australian users a direct say in how content is presented, potentially reshaping the balance between personalized recommendations and chronological timelines across major social networks.