The endless scroll has become a daily habit for millions of young users, often keeping them glued to their screens for hours without pause.

The United Kingdom Prime Minister Keir Starmer has called on major social media platforms to curb endless scrolling features, warning that addictive algorithms are harming young users. He said during his Monday speech that Instagram and TikTok must create measures which reduce children's excessive screen time.

The UK government is currently consulting on stricter rules, which include a potential ban on social media use for under-16s. Starmer said, “We're consulting on whether there should be a ban for under 16s,” while also stressing that "the addictive scrolling mechanisms are really problematic to my mind. They need to go."

Authorities are testing curfews together with app time limits and other restrictions to study their effects on sleep patterns and academic performance and family dynamics.

Starmer issued a warning that multiple platforms operate with built-in features that use algorithms to produce content which keeps users engaged for extended periods. He explained that parents now demand government action to create regulations which control these platform features.

The consultation has already received over 45,000 responses, which will continue until the deadline on May 26. Officials are seeking input from parents, teenagers, and families about online habits and potential restrictions.

Multiple nations have begun implementing their own measures. Australia became the first country to prohibit social media access for children below 16 years of age, while Greece and Indonesia established comparable restrictions.

The government wants to receive direct feedback from families and young users about their personal experiences, according to Liz Kendall. She said that user feedback about AI chatbots and addictive features will determine the upcoming policy decisions.