Norway's Campaign Against Digital "Enshittification"

The term "enshittification," coined by author Cory Doctorow, refers to the deliberate degradation of digital products and services. This phenomenon manifests in various ways, such as social media platforms cluttered with advertisements and software updates that impair device performance. The Norwegian Consumer Council recently highlighted this issue through a satirical video featuring an "enshittificator," whose job is to intentionally worsen functional products. Finn Lützow-Holm Myrstad, the council's director of digital policy, emphasized that such degradation is not an inevitable outcome but rather a result of policy decisions.

The Guardian

In late February 2026, the Norwegian Consumer Council launched a campaign in collaboration with over 70 organizations across Europe and the United States, including trade unions and human rights groups. This initiative aims to combat enshittification by urging policymakers in 14 countries to take action. The campaign advocates for empowering consumers to control, adapt, repair, and modify their digital products. Additionally, it calls for stricter enforcement of existing consumer protection laws and the promotion of competition in digital markets through public procurement processes favoring alternatives to major tech companies.

The Guardian

Lützow-Holm Myrstad stated, “Another internet is possible. The status quo is not acceptable for anyone.” He believes that fostering real competition can prevent the enshittification of services, allowing consumers to choose which services to use. The campaign's momentum has been bolstered by the release of an 80-page report detailing how enshittification has become normalized in the digital landscape.

The Guardian

Despite the campaign's ambitious goals, some critics argue that the challenges posed by large tech companies may hinder meaningful change. The Norwegian Consumer Council's efforts are likened to "David versus Goliath," with Myrstad acknowledging the uphill battle against entrenched interests. However, he remains optimistic, citing the widespread public support for the campaign as a potential catalyst for change.

The Guardian

The campaign has garnered significant attention, with the promotional video accumulating millions of views and thousands of comments across platforms. Myrstad noted, “We’ve never experienced anything like it; it really strikes a nerve with people.” The council's efforts reflect a growing demand for accountability and transparency in digital services, suggesting that the fight against enshittification may resonate with consumers seeking better digital experiences.

The Guardian

• “My job is to make things shitty,” — Anonymous, Enshittificator

The Guardian

• “It’s not too late to turn the tide,” — Finn Lützow-Holm Myrstad, Director of Digital Policy, Norwegian Consumer Council

The Guardian

• “But in the story of David and Goliath, David won in the end, right?” — Finn Lützow-Holm Myrstad, Director of Digital Policy, Norwegian Consumer Council

The Guardian

This campaign represents a significant effort to address the deterioration of digital services, advocating for a future where consumers have greater control and choice in their digital interactions.

The Guardian