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Australia is considering a shift in how social media works. The government wants to pass a law that would let people decide how their social media feeds are built. This new rule, called the “My Feed, My Way” initiative would give Australians the choice to turn off content recommendations. Instead users could see posts from accounts they have chosen to follow.
This change is part of a plan called the Digital Duty of Care. That framework would require platforms to do more to protect users from harmful content. The move could have consequences for social media companies and the digital advertising industry. Now those industries rely on algorithms that push content to keep people engaged. If users opt out of those systems the way platforms make money could change.
The government published a draft of the law on September 8 2026. It is now open for public input. If the law passes platforms operating in Australia would have to let users control how their feeds are created.
Now most major social media platforms use algorithms to decide what content users see. These systems look at how people interact with posts. What they like, share or watch. And use that data to show more of what’s likely to get a reaction. That system works well for keeping users on the app.. It can also spread harmful or misleading content.
Australia’s proposal challenges that model. If users opt out of suggestions their feeds would be based on the people they follow instead. That could make the experience feel simpler and more predictable.. It also brings up big questions. How will platforms keep users engaged if they stop showing posts?
The eSafety Commissioner in Australia has already studied alternatives to engagement-driven feeds. Their research shows that chronological or non-personalized feeds can reduce some risks like exposure to content.. There are downsides too. Without recommendation systems users might miss out on content or creators.. Platforms may struggle with more spam or lower interaction rates.
The outcome of this policy could be a turning point, for how social media is built and used in Australia. It might also influence how other countries approach platforms.
A Potential Disruption for Digital Advertising
The biggest commercial impact could fall on advertising.
Social media advertising depends heavily on the ability to identify audiences and place content in front of users who’re likely to respond. Recommendation algorithms and behavioral data have become central to this process.
If a significant number of users choose -personalized feeds advertisers could have less access to algorithmically generated distribution. That could increase the importance of advertising, creator relationships, direct-follow models and first-party customer data.
For MarTech companies this could accelerate investment in technologies that help brands understand audiences without relying on platform-level behavioral targeting.
Advertisers may also need to place emphasis on the quality of their content. When algorithms play a role in discovering posts brands may need stronger communities, recognizable creators and more direct relationships with consumers.
Platforms Face Higher Compliance Costs
The proposed law would also increase responsibilities for digital platforms.
Under the Digital Duty of Care framework companies would be expected to identify risks associated with their services and take steps to prevent or mitigate content. Proposed penalties for breaches could exceed A$100 million creating a substantial financial incentive for platforms to strengthen compliance systems.
This could lead to increased demand, for technology supporting content moderation, risk assessment, age assurance, auditing and algorithmic transparency.
Large platforms may have the resources to develop these capabilities internally. Smaller technology companies could find opportunities by providing specialized compliance and safety solutions.
Australia Could Become a Regulatory Test Market
Australia’s importance extends beyond its domestic market.
The country has already taken an internationally significant approach to social media regulation. Since December 10, 2025, age-restricted social media platforms have been required to take reasonable steps to prevent Australians under 16 from maintaining or creating accounts.
The algorithm proposal could become another regulatory experiment watched closely by governments in Europe, Asia and North America.
The European Union has already required certain platforms to provide users with an alternative recommendation option that is not based on profiling under the Digital Services Act. Australia’s proposal could add momentum to the broader international debate over whether users should have more control over algorithmic personalization.
For Japanese technology and MarTech companies, this international trend matters. Businesses selling social media tools, advertising technology, AI recommendation systems and customer-data platforms may increasingly need products that can adapt to different regulatory environments.
Implications for Japan’s MarTech Industry
Japan is already having a discussion about online safety, personalization, AI and consumer privacy. Australias new rules might give policymakers and tech firms another example to look at when they think about the future of recommendation systems.
Japanese advertisers could also gain by getting ready for a market where users can take control over how algorithms personalize content. Techniques such as targeting, consent management, creator marketing, community‑based engagement and privacy‑focused analytics could become more useful.
This shift might also make companies question a long‑standing belief in marketing: that more personalization always leads to better customer experiences.
A New Phase of Platform Accountability
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Australia’s suggested algorithm opt‑out rules show a change in the tech world. Governments are increasingly asking whether making platforms optimize for engagement should be the design.
For networks the challenge will be to balance user choice, business models and safety rules. For advertisers it could mean building strategies that rely on hidden recommendation systems. For MarTech firms it could create a need for fresh privacy‑friendly methods of targeting, measuring and engaging customers.
If Australia rolls out “My Feed, My Way” its policy might become a model for other markets that are thinking about similar changes. The outcome could be a media world where users—not just the platforms—have more control, over what shows up on their screens.
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