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Australia's government has started early consultation on rules that would require social platforms to offer a switch to turn off algorithmic recommendations, with a non-algorithmic, following-only feed as the default. Communications Minister Annika Wells argues engagement-driven feeds reward attention over well-being, and says platforms must respect a user's choice rather than burying it. Nothing has been formally tabled yet, and the proposal is still open for community input.
Instagram chief Adam Mosseri has pushed back, saying on Threads that a following-only feed would mean a smaller Instagram and less reach for everyone, including creators. Separately, commentator Michael Shellenberger has framed the plan as a speech-control measure, though key provisions he criticised have been removed or are being revised during consultation.
For sports social teams, the debate is a reminder that discovery reach from recommendations is not guaranteed. If follow-based feeds become the default in some markets, growth will depend more on converting casual viewers into followers now. Clubs, leagues and athletes should prioritise follow prompts, strengthen owned channels like newsletters and broadcast channels, and track how much of their current reach comes from non-followers.
