Digital Addiction

March 26, 2026

Newspaper, Opinions, Editorials

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The verdict against Google and Meta, holding them liable in a social media addiction case, should not be viewed merely as a legal development. It highlights a structural problem that countries like Pakistan have yet to even begin addressing in any meaningful way. While the evidence around digital addiction continues to mount globally, Pakistan remains largely absent from the regulatory conversation.

These platforms operate on carefully engineered behavioural principles that directly engage the brain’s dopamine system. Features such as endless scrolling, algorithm-driven content feeds, and rapid video loops are designed to create habitual use. This becomes particularly concerning when such systems are consumed by children and adolescents, whose cognitive and emotional regulation is still developing.

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The impact is increasingly evident. There is a noticeable decline in attention spans, reduced capacity for sustained learning, and growing disengagement from traditional educational processes. Content ecosystems like Cocomelon exemplify this trend, where fast-paced, repetitive stimulation conditions young users to expect constant reward cycles. Over time, this alters how focus, patience, and learning are experienced.

Responsibility cannot be reduced to individual choice alone. These platforms are structured in a way that normalises excessive use and dependence. The scale at which this has been deployed reflects a model where user engagement is prioritised over long-term wellbeing. Comparisons with other regulated industries that deal with addictive products are becoming increasingly relevant, yet similar safeguards remain limited in the digital space.

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Regulatory responses have been slow and fragmented, allowing the problem to deepen. Addressing it requires more than reactive measures. There is a need for clear standards on platform design, age access, and usage patterns that recognise the psychological impact of these systems.

Without meaningful intervention, the long-term consequences will extend beyond individual behaviour, shaping how entire generations think, learn, and interact with the world around them.

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