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‘Another Internet is Possible’: Norway Takes a Stand Against ‘Enshittification’
Picture this: a man slips under your bed and cuts a small hole in your sock. Later, he saws just enough off the legs of your dining table to leave it wobbly and unstable. In the digital age, could the same behavior be happening to the tools and platforms we rely on every day? According to a growing coalition spearheaded by the Norwegian Consumer Council, the answer is yes: they call it ‘enshittification.’
This term, introduced by author Cory Doctorow, refers to the systematic degradation of digital services—a creeping phenomenon that has inspired global discussions about whether the internet can be fixed. At the heart of the matter lies a bold assertion: the internet doesn’t have to get worse. “Another internet is possible,” insists Finn Lützow-Holm Myrstad, the Norwegian Consumer Council’s director of digital policy.
What Is ‘Enshittification,’ and How Does It Affect Us?
Enshittification reflects the deliberate choices that companies make to prioritize profit over user experience. It explains why your social media feed is bloated with irrelevant ads, why your smartphone slows down after every software update, and why customer service chatbots have replaced human interaction. Rather than act in the best interest of users, these businesses tweak their interfaces, algorithms, and products in ways that erode usability and trust over time.
The Norwegian Consumer Council’s campaign has taken a light-hearted approach to a weighty issue, illustrating this phenomenon through a video that juxtaposes analogue absurdities—like a man ruining socks or destabilizing tables—with equally frustrating digital practices. By applying humor, the campaign aims to remind users and policymakers alike that what has become normalized online would be unacceptable in the real world.
“We wanted to show that people wouldn’t tolerate this kind of behavior offline,” Myrstad said in an interview. “Why should they accept it digitally?”
A Global Call to Action Against Degradation
This isn’t just a local Norwegian discussion. The campaign has gained traction across the Atlantic, with consumer rights advocates and policymakers from 14 countries stepping up to address enshittification. The Norwegian Consumer Council, working alongside more than 70 organizations—including trade unions and human rights groups—has urged governments to enact policy changes to counteract deliberate digital deterioration.
One of the pivotal recommendations is to empower users to control, repair, and alter the products they own. “Consumers lack the option to take their devices or services elsewhere without sacrificing usability,” said a U.S.-based digital rights advocate who participated in the campaign. In response, advocacy groups have pushed for policies that allow individuals to easily switch service providers and retain access to their data.
Another key theme of the campaign is fostering genuine competition in markets dominated by a handful of tech giants. Advocates argue that creating conditions for smaller players to thrive will force monopolistic corporations to prioritize user satisfaction instead of locking them into subpar ecosystems.
The Economics Behind Enshittification
Why does enshittification happen in the first place? Analysts point to a mix of financial and market incentives as the root cause. Dr. Emily Carter, a digital economy researcher, explains: “In the early stages of building their platforms, companies prioritize user experience to grow their base. Once they’ve captured a critical mass of users, they pivot towards monetization, often at the expense of that original user experience.”
Consider the evolution of social media giants: initially, these platforms enhanced their appeal by offering clean, ad-free interfaces that encouraged connection and creativity. Over time, however, users noticed subtle changes—ads began crowding their feeds, sponsored posts interrupted personal content, and the ability to control the platform diminished. This incremental shift, often justified as “necessary for growth,” is essentially designed to make platforms maximize revenue without regard for users.
Such tactics are not limited to social media. “Even devices themselves suffer from enshittification,” Carter adds. “Planned obsolescence in smartphones and gadgets forces people to buy new products more frequently, while software updates seem designed to make older hardware unusable.”
Can Policymakers and the Public Push Back?
The rallying cry of “Another Internet is Possible” hinges on convincing governments that enshittification is not inevitable. Campaigners emphasize that many of the required safeguards already exist but are inconsistently enforced. For instance, overarching consumer protection laws could be harnessed to ensure users retain greater autonomy over their purchases, while antitrust measures could temper the market dominance of major players.
Some advocates are pointing to Europe for inspiration. The European Union has begun implementing regulatory frameworks such as the Digital Markets Act (DMA), which targets anti-competitive practices among tech giants and empowers smaller firms. This legislation has already caused companies like Apple to loosen restrictions in their app ecosystem. “If the DMA is enforced diligently,” said an EU policymaker, “it could mark the beginning of the end for enshittification in Europe—though much work remains.”
Meanwhile, the U.S. currently trails in tackling these issues, but significant shifts could be looming. Civil society organizations have appealed directly to key policymakers, urging immediate action to safeguard digital consumer rights. While no comprehensive answer exists yet, industry observers expect renewed scrutiny of Big Tech’s practices in the coming years.
The Future of the Internet: What to Watch For
Can a coalition of consumer councils, activists, and policymakers build the momentum necessary to combat enshittification? Much will depend on how effectively these groups can pressure governments and corporations into adopting user-centric policies. Potential developments to look out for include stricter enforcement of data protection regulations, wider adoption of “right to repair” laws, and increased transparency around algorithmic decision-making.
Critically, the success of this campaign will require not just institutional change but also public awareness. The Norwegian Consumer Council’s humorous yet scathing critique aims to instigate a shift in how users view their digital experiences. If people come to see digital deterioration as not just an unfortunate inevitability but a fixable policy failure, they might demand better from their governments and service providers.
Ultimately, resisting enshittification is about recognizing that convenience doesn’t have to come at the cost of quality and fairness. The internet, a tool originally meant to empower individuals and connect communities, need not resign itself to profit-driven mediocrity. As Myrstad puts it, the message is clear: “The status quo is not acceptable for anyone.”
“What happens next will decide whether the internet remains a space of opportunity—or continues its slow decline into dysfunction,” adds Carter. “But one thing is certain: passive acceptance won’t lead to meaningful change.”
