How should India tackle social media addiction?

A decade ago, during a conversation with Park Won-soon, the Metropolitan Mayor of Seoul, we shared a light moment at a conference in South Korea. I was then Deputy Mayor of Shimla, and we were discussing urban challenges. I mentioned the need for rehabilitation centres for drug addiction, but Park misunderstood this as a reference to ‘digital addiction’ and shared his plans for such centres in Seoul. His concern was the overwhelming mobile phone use among youth — a challenge increasingly mirrored in India’s cities today.

In public spaces, like metro trains, a majority of passengers are glued to their devices. The need for interventions to curb excessive digital consumption, particularly social media, is becoming urgent for India’s policymakers.

Scale of social media usage

As of April 2024, India had a relatively modest social media penetration of 35 per cent, compared to the United Arab Emirates’ global high of 115 per cent. However, India still has the largest number of Facebook users globally (over 300 million) and dominates WhatsApp usage with 535 million active users; projected to grow to nearly 800 million by 2025. Indians send a staggering 103 billion WhatsApp messages daily, reflecting how deeply social media is embedded in everyday life.

Globally, social media usage is expected to reach nearly 6 billion users by 2027. Meta’s platforms (Facebook, Instagram, and WhatsApp) remain dominant, with each serving over a billion active users.

Social media and digital capitalism

Social media platforms operate on digital capitalism, thriving on user data and advertising revenue. In India, social networking revenue is projected to grow from $0.99 billion in 2022 to $1.32 billion by 2027, primarily driven by advertising. Globally, China leads the sector, generating $49.67 billion in 2022.

The Australian approach

Australia’s recent landmark Bill banning social media access for children under 16 is a progressive step in addressing digital addiction. Set to become law by the end of 2025, the legislation imposes hefty fines — up to $50 million — on platforms like Facebook, Instagram, Snapchat, and X for non-compliance. France and some states in the United States have enacted similar laws requiring parental consent for minors’ access to social media. However, Australia’s move marks a significant leap forward

Challenges for India

India’s young demographic — 24 per cent under 15 years and 17 per cent aged 10–19 — is increasingly vulnerable to social media’s adverse effects. Studies show that children spending over three hours daily on social media are twice as likely to suffer from mental health issues like depression and anxiety. Cyberbullying, privacy risks, and sleep disorders are also on the rise, with growing demand for digital de-addiction clinics.

A Indian study revealed that 31.27 per cent of users are highly addicted checking social media first thing in the morning, while 59.13 per cent cannot imagine a day without it. Neuroscientists liken the dopamine hit from social media interaction to the effects of drug use.

Despite existing regulations like Section 9 of the Digital Personal Data Protection Act (DPDPA), which governs children’s data use, these measures fail to address addiction’s root causes. In 2023, the Karnataka High Court suggested raising the minimum age for social media use to 21, reflecting concerns over its negative impact on schoolchildren.

Himachal Pradesh: A case study

Himachal Pradesh illustrates the unique challenges posed by high Internet penetration, which stands at 76.85 per cent, significantly above India’s national average of 51.5 per cent. In urban areas, digital penetration exceeds 250 per cent, meaning many individuals own multiple devices. Rural areas also show high adoption rates, with over 53 per cent of the population connected.

However, this rapid digitisation lacks adequate monitoring frameworks. Child psychologists link social media dependence to nuclear families and parental migration for work. These dynamics contribute to cognitive disorders and health issues even in smaller cities like Shimla.

Roadmap for India

India must decide whether to adopt existing regulatory models, like Australia’s, or develop its framework tailored to local needs. In the interim, educating children about safe online practices through school-based digital literacy programmes is crucial. These programmes should emphasise privacy, recognising risks, and fostering healthy online habits.

Policy interventions could include mandatory warning labels on social media apps, highlighting mental health risks for teenagers, akin to cigarette packaging. Effective regulation requires robust monitoring mechanisms and accountability from tech companies. Governments, educators, and tech firms must collaborate to create a balanced digital environment.

Parents play a critical role in shaping children’s digital habits. Open communication about their online experiences and modelling responsible behaviour can mitigate the risks of addiction.

Conclusion

India’s youth must be protected from becoming pawns of digital capitalism. Ensuring their mental, physical, and emotional well-being requires decisive action against the unbridled use of social media. By combining education, regulation, and parental guidance, India can foster a healthier digital landscape for its future generations.

(Tikender Singh Panwar is former deputy mayor, Shimla, and member, Kerala Urban Commission. X: @tikender)

Disclaimer: The views expressed above are the author's own. They do not necessarily reflect the views of DH.