A governors guide to understanding infinite scroll

Infinite scroll is a technique used by some online platforms and services to keep your attention and encourage you to stay on the service for longer. The longer you browse, the greater opportunity to show you adverts and collect your data, resulting in more revenue for the service. It’s just one of many techniques employed by online services and device manufacturers to encourage you to spend more time with their products. This technique is one of a number commonly referred to as ‘persuasive design’.

What is persuasive design?

Persuasive design utilises methods that have been carefully engineered using psychology to deliver more engaging interactions. These methods capitalise on the way our brains process information and prioritise our attention. Features like notifications, where your device will prompt you with sounds and visuals, are designed to bring our attention back to an app or device.

How does persuasive design and infinite scroll work?

Persuasive design methods encourage us to continue using a service through ‘variable rewards’. Scrolling through a social media feed might lead us to something exciting or surprising, but we never know when this might occur. The anticipation of seeing something interesting or ‘fear of missing out’ (FoMO) encourages us to keep scrolling, as does the removal of ‘stopping cues’ (such as the end of the page) that help us know when we have completed an activity.

This feature is designed to stimulate our brains to produce dopamine, a neurotransmitter that can affect mood and perception of time, as well as create habit-forming behaviours.

What are the risks for children and young people?

Chasing a happy feeling stimulated by this type of design can lead to excessive screen time, which has the potential to negatively affect important aspects of a child’s life such as sleep, physical health and mental well-being.

On social media where this infinite scroll is most commonly used, it can lead to children and young people:

feeling pressure to be popular and accepted
comparing their lives to others
spending excessive time on apps, services and devices
being left open to negative or hurtful comments
creating a distorted perception of reality, which in turn can affect decisions that may relate to risk or harm.

Further information on how persuasive design features can put children and young people at risk can be found in the ‘Pathways: How digital design puts children at risk’ report by 5Rights Foundation.

Why is this an important area to address?

It’s important that the school educates learners about persuasive design and the impact it can have on health and well-being, as well as supports them to develop strategies to mitigate these risks. Raising awareness and signposting advice for families is also key to protecting learners against the online risks they face outside of school.

Our ‘In the know’ guides can equip families with the key information that they need to help young people embark on their digital journeys safely. Each guide includes a detailed overview of the app, outlining the age rating and key terminology families should know. Developing healthy relationships and attitudes towards the use of technology and online services helps learners acquire essential life skills and digital resilience that will not only protect them from online risks throughout childhood but also in their adult lives.

What is the school’s responsibility in this area?

Some of the possible long-term effects of persuasive design (such as sleep deprivation or problematic use) can result in safeguarding issues, which is why school staff should be aware of these potential causal factors. Safeguarding all learners is a primary concern of a school, and therefore all staff should understand the school’s safeguarding procedures and be able to manage disclosures and concerns appropriately.

Infinite scroll and other persuasive design features can be found in a wide range of apps, services and devices that may be used by learners. Therefore, school staff should take care when selecting these tools for use in school to ensure that any persuasive design features are not present or can be reduced. You may wish to encourage school staff to refer to the ‘Education Digital Standards and Guidance’ for support, or if they’re unsure about any implications.

In the UK, the tech industry is being encouraged to increase its responsibility for the well-being and protection of children and young people and their data, including refraining from using persuasive design (also known as ‘nudge’ techniques) in services likely to be accessed by children and young people. The Children’s Code, which came into force in September 2021, aims to ensure that children have a baseline of protection automatically by design and default, so that they are protected within the digital world rather than from it, thereby still offering them the opportunity to explore and develop online.

Where can I get help and support?

Concerns about a learner’s use of technology should be reported, in line with your school’s safeguarding procedures, to the designated safeguarding person (DSP) to investigate, who will seek external support when required.

Governors requiring support with any online safety issues, about learners, themselves or their organisation, including concerns about a learner’s excessive or problematic use of technology, can contact the Professionals Online Safety Helpline for more advice and suggested courses of action for managing online incidents involving members of your school community.

Further information and research on children’s technology and media use can be found on the Ofcom site.