Social media's 'harmful' designs to hook children also found in online games and AI apps, study finds

The analysis found that eight of the nine analysed applications used notifications, while six of the nine used personalised content or recommendations, and autoplay where videos or other media started to play automatically without the user having to choose them. File picture

Manipulative designs to hook children online are not just restricted to social media applications but can also be found in games and AI applications, according to new analysis being launched today.

The analysis from UK-based 5Rights Foundation looked at nine popular online services including three social media platforms, three AI-powered applications and three free-to-play games. They included TikTok, Threads, WeChat, ChatGPT, Reflectly, Google Gemini, Barbie Horse Ride & Rescue, Monopoly Go! and Umamusume: Pretty Derby.

The research found the most common engagement tactic used was “attention-grabbing notifications — alerts encouraging users to return by promising new content or rewards”.

It found that eight of the nine analysed applications used notifications, while six of the nine used personalised content or recommendations, and autoplay where videos or other media started to play automatically without the user having to choose them.

The researchers found that “other common tactics included infinite scroll, anticipation mechanisms, gamification, disappearing content and emotional affirmations".

It is being launched as the Department of Culture, Communications and Sport are hosting the Online Safety for Children and Young People as part of Ireland’s six-month EU presidential tenure. The conference is billed as bringing together policy makers, industry and representative organisations to discuss the topic of online safety.

One of the speakers at the event is executive director of 5Rights Foundation, Leanda Barrington-Leach. She said: “Right now, tech operates a bit like a sweet shop for children: with an endless choice of attractive products, all competing for their attention. 

"Taking social media out of the pick and mix will not make children's digital diets much healthier. This analysis shows that the same potentially harmful ingredients can be found across many of the technologies children use. 

"We can keep removing individual products, but equally attractive alternatives will quickly take their place. It's time to stop focusing on what's on the shelf and start setting basic health and safety requirements for the ingredients.” 

The analysis was conducted as part of the foundation’s Childhood Redrawn campaign, calling on policymakers to “put the responsibility on tech companies to make the products safe for kids by ending these practices”.

What's your view on this issue?

You can tell us here

Last week, Cybersafekids launched its annual report, which found 55% of 8- to 12-year-olds and 76% of 12- to 15-year-olds now use AI tools. It also found that access to YouTube (63%), Snapchat (21%), and TikTok (20%) remains high for children between the ages of eight and 12.

Responding to 5Rights Foundation’s findings, Cybersafekids’s chief executive Alex Cooney said there should be concern about the design features highlighted by the analysis “and the impact on children’s well and development”. 

She added: “These are immensely powerful technologies, built to hold a child’s attention and keep them engaged.” 

It also follows the announcement by the executive chairperson of Coimisiún na Meán, Jeremy Godfrey, that there should be a ban on online services that are unsafe for children, instead of an age-based blanket ban on social media.