Instagram boss says users will be ‘overwhelmed’ with brand content in algorithm-free world

<p>Adam Mosseri says platform’s algorithm ‘feels like a black box’ but company trying to give users more control after Labor announces opt-out plan</p><ul><li><p><a href="https://www.theguardian.com/australia-news/live/2026/sep/10/anthony-albanese-labor-uk-west-bank-trade-ban-kevin-rudd-diplomacy-one-nation-pauline-hanson-liberal-party-angus-taylor-ntwnfb">Follow our Australia news live blog for latest updates</a></p></li><li><p>Get our <a href="https://www.theguardian.com/email-newsletters?CMP=cvau_sfl">new political email</a>, <a href="https://app.adjust.com/w4u7jx3">free app</a> or <a href="https://www.theguardian.com/australia-news/series/full-story?CMP=cvau_sfl">daily news podcast</a></p></li></ul><p>Instagram’s chief executive has said users will have a worse experience in an algorithm-free world, seeing more brand-related content, and spend less time on the app.</p><p>The comments come as the Australian government plans to give <a href="https://www.theguardian.com/australia-news/2026/sep/08/australia-social-media-algorithm-switch-off-opt-out-digital-duty-of-care">users the option to opt out of algorithms</a>, with the prime minister, Anthony Albanese, announcing plans on Tuesday to require social media platforms to prompt users to choose between a feed of algorithm-recommended content or a reverse chronological feed of the pages users follow. Labor also plans to introduce a range of measures designed to address online harm on the sites.</p> <a href="https://www.theguardian.com/media/2026/sep/10/instagram-boss-says-users-will-be-overwhelmed-with-brand-content-in-algorithm-free-world">Continue reading...</a>