In a striking viral video released by the Norwegian Consumer Council, a man describes his unusual profession: "My job is to make things shitty. The official title is enshittificator. What I do is I take things that are perfectly fine and I make them worse." The absurdist footage shows him snipping holes in socks, sawing table legs to create instability, and systematically degrading everyday items. This creative approach serves as a powerful metaphor for a growing global concern: the deliberate deterioration of digital products and services, a phenomenon termed "enshittification."
The Rise of a Global Movement Against Digital Degradation
Coined by author Cory Doctorow, enshittification refers to the intentional worsening of services, particularly in the digital realm. Examples are pervasive across modern technology: social media feeds clogged with advertisements and scams, software updates that render phones sluggish, and chatbots replacing human customer service agents. Finn Lützow-Holm Myrstad, the council's director of digital policy, explains the video's purpose: "We wanted to show that you wouldn't accept this in the analogue 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."
Transatlantic Coalition Demands Policy Action
In late February, the Norwegian Consumer Council launched what is believed to be the first campaign of its kind, partnering with more than 70 organizations and individuals across Europe and the United States. This coalition includes trade unions, human rights groups, and consumer advocacy bodies. Together, they have urged policymakers in 14 Atlantic-spanning countries to confront enshittification, arguing it stems from policy decisions rather than being an inevitable process. "Another internet is possible," asserts Lützow-Holm Myrstad. "The status quo is not acceptable for anyone."
In Norway alone, over 20 organizations have pressured officials to take action, with similar efforts echoed by consumer councils in 12 other nations. The campaign has extended formal letters to EU institutions, while four U.S. civil society organizations have contacted multiple policymakers. These communications call for empowering consumers with greater control over their owned products, including rights to repair, adapt, and modify them. Additionally, they advocate for enhanced interoperability between services to facilitate easier switching.
Legal and Competitive Solutions Proposed
The campaign emphasizes strengthening enforcement of existing laws protecting consumers and their data. It also pushes for fostering increased competition in digital markets, suggesting strategies like public procurement processes that favor alternatives to dominant tech giants. "It's not too late to turn the tide," says Lützow-Holm Myrstad. "Services don't need to be enshittified if we have real competition, if you can choose as a consumer which services you use, and if the market will better regulate all these practices."
Historical Context and David vs. Goliath Dynamics
Backing the global initiative is an 80-page report by the Norwegian Consumer Council, detailing how enshittification has gradually become normalized. The council has a history of challenging major tech firms; in 2018, it was among the first to accuse them of deceptive data practices. Lützow-Holm Myrstad acknowledges the daunting scale of this fight, comparing it to pitting David against Goliath. "But in the story of David and Goliath, David won in the end, right?" he notes. "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."
Overwhelming Public Response and Future Prospects
The campaign has resonated deeply with the public, evidenced by the video amassing millions of views across platforms. On YouTube alone, it has garnered over 9,000 comments, while the accompanying report has been downloaded more than 6,000 times. "We've never experienced anything like it, it really strikes a nerve with people," Lützow-Holm Myrstad observes. "There seems to be an incredible amount of support to do something about this." This widespread engagement underscores a growing collective desire to reclaim digital spaces from deliberate degradation, positioning the fight against enshittification as a pivotal issue in contemporary consumer advocacy and digital policy.
