Global Consumer Coalition Launches Viral Campaign Against “Enshittification” of Digital Services

In a bold and unprecedented move, the Norwegian Consumer Council has ignited a global firestorm with a satirical yet scathing video campaign targeting the pervasive “enshittification” of digital services. The campaign, which has already amassed millions of views across social media platforms, is part of a coordinated effort involving over 70 consumer groups, trade unions, and human rights organizations spanning 14 countries in Europe and North America.

The viral video opens with a darkly comedic scene: a man hiding under a bed, snipping a hole in someone’s sock, followed by him using a saw to shorten a table leg, making it wobble during breakfast. The man, introducing himself as an “enshittificator,” explains his job is to “make things shitty” by deliberately degrading perfectly functional products and services. This absurdist portrayal serves as a metaphor for the real-world practices of tech companies that gradually degrade their offerings through intrusive ads, forced updates, and the removal of beloved features.

The Enshittification Epidemic

Coined by author Cory Doctorow, “enshittification” describes the deliberate deterioration of digital products and services. This phenomenon has become increasingly common as companies prioritize profit over user experience. Examples include social media feeds cluttered with advertisements and scams, software updates that slow down devices, and the replacement of human customer service with frustrating chatbots.

Finn Lützow-Holm Myrstad, the Norwegian Consumer Council’s director of digital policy, explains the campaign’s motivation: “We wanted to show that you wouldn’t accept this in the analog world. But this is happening every day in our digital products and services, and we really think it doesn’t need to be that way.”

A Coordinated Global Response

In late February, the Norwegian Consumer Council launched a campaign believed to be the first of its kind. The coalition sent letters to policymakers in 14 countries, urging them to take action against enshittification. The letters argue that this degradation is not inevitable but rather the result of policy decisions that favor big tech companies.

The campaign’s demands are clear and actionable:

• Give consumers more power to control, adapt, repair, and alter the products they own
• Allow people to move more easily between different services
• Enforce existing consumer protection and data privacy laws more rigorously
• Foster greater competition in digital markets through public procurement processes

The David vs. Goliath Battle

While the Norwegian Consumer Council has a history of challenging big tech—having been among the first to accuse companies of using “dark patterns” to deceive users into giving up their data—Lützow-Holm Myrstad acknowledges that their efforts are akin to David fighting Goliath. However, he remains optimistic: “In the story of David and Goliath, David won in the end, right? This is also why this international action is so important. Groups, transatlantically, are all speaking with a common voice: it doesn’t need to be this way. We don’t want it to be this way.”

Viral Success and Public Support

The campaign’s impact has exceeded expectations. The video has racked up millions of views across multiple platforms, with over 9,000 comments on YouTube alone. The accompanying 80-page report, which delves into how enshittification became the norm, has been downloaded more than 6,000 times.

Lützow-Holm Myrstad notes, “We’ve never experienced anything like it; it really strikes a nerve with people. There seems to be an incredible amount of support to do something about this.”

The Road Ahead

The global campaign is backed by an extensive report that outlines pathways to a fairer technological future. It emphasizes that enshittification is not an inevitable process but rather the result of policy decisions that can be reversed. The coalition argues that with real competition, consumer choice, and better market regulation, digital services don’t need to be “enshittified.”

As the campaign gains momentum, it represents a growing movement of consumers, organizations, and policymakers who believe that another internet is possible—one that prioritizes user experience over corporate profits. The question now is whether this viral campaign will translate into meaningful policy changes that can reverse the tide of enshittification and create a more equitable digital landscape for all.

Viral Tags and Phrases:

• Enshittification

• BreakFreeFromBigTech

• DigitalRights

• ConsumerPower

• TechReform

• “Another internet is possible”
• “David vs. Goliath in the digital age”
• “The status quo is not acceptable”
• “Services don’t need to be enshittified”
• “It’s not too late to turn the tide”
• “Millions of views and counting”
• “Strikes a nerve with people”
• “Incredible amount of support”
• “Global coalition against tech giants”
• “Satirical yet scathing critique”
• “Absurdist take on serious issues”
• “Coordinated effort across continents”
• “Policy decisions, not technological inevitability”
• “Empowering consumers in the digital age”
• “Fostering competition in digital markets”
• “Enforcing consumer protection laws”
• “Pathway to a fair technological future”
• “Viral video campaign goes global”
• “Public procurement for tech alternatives”
• “Dark patterns and data deception”
• “Consumer choice and market regulation”
• “Meaningful policy changes”
• “Equitable digital landscape”
• “User experience over corporate profits”
• “Reversing the tide of enshittification”

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