It’s been almost two months since the launching of Threads by Meta and the European Union hasn’t given it the green light yet. The app has gained 125 million users from all over the world, but the EU is still “gatekeeping” it from its subjects. Why?
Image 1: Threads on Google Play (15.08.2023)
To understand that we need to first understand what DMA is and what it does. DMA stands for Digital Markets Act and it is an EU regulation that aims to make the digital space a safer space by keeping the big internet companies in check. They believe that by doing this there will be more room for competition, choice, innovation, good quality, and lower prices. There are people who don’t agree that much with this statement, especially with the innovation part, but that will have to be a story for another day.
When it first came out Users and UX Designers who joined Threads were complaining about a large number of the app’s aspects.
Users were complaining about:
- Frequent Crashes
The app was shutting down on the users’ devices and/or screens were freezing.
- Inconsistent Notifications
Users were noticing that they weren’t receiving notifications on time, which for some time now is an issue that Instagram is also facing. Some other users were reporting that they were receiving redundant notifications.
- Slow Loading Times
The app was taking a lot of time to load and users were getting frustrated, especially when they needed to wait longer for some actions to be executed.
On the other hand, UX Designers were conducting full Heuristic Evaluations and were testing the app for Usability and Accessibility. They found issues such as:
- User Control and Freedom
Deleting a Threads profile required deleting the Instagram account also, as they were after all linked together. So, after consenting to open a profile on Threads, a link to that profile was attached to the Instagram Bio, which the user had no ability to remove.
Image 2: Threads' link on Instagram bio
- Error Prevention
There was no option to edit posts (for spelling errors or updates) after having published them. The only option available for users was to delete the existing post and create a new one with the desired changes.
- Help and Documentation
Threads had no features such as in-app tutorials, tooltips, or a FAQ section, to help guide its users navigate the app.
- Images
There were no options to include alt text to images for a more accessible experience for users with visual impairment or those who are unable to view the images for different reasons. Although Meta defended their choice of having no such option with the inclusion of generative AI, although AI is booming at the moment, it isn’t perfect just yet. The same problem of having no alt text was reported also for the blue check marks.
- Navigation
When opening a pop-up menu, users were led to an irrelevant element somewhere else on the page.
- Color contrast
Problems with color contrast were found on different UI elements: text, links, and icons.
Image 3: Color Contrast on Threads Webapp
- Captions
Threads didn’t provide its users with an auto-caption option for videos on the app.
- Orientation
At the time of launching, the app didn’t have a landscape orientation.
These problems are just to name a few, and I believe Meta is working toward improving their product. But are these issues the ones that concern the EU to the point of blocking the app from reaching users within their jurisdiction? I don’t think so. Although they are clearly important points that Threads should definitely follow up on in their product iterations, they do not seem the reason for the ban.
At first, it was believed that the problem lay in the amount of data that the app was trying its users to give consent to it. Immediately after, it was discovered that the amount of data that Threads was asking consent for from its users was not bigger than what other Meta services are currently asking, and which are already allowed to be used by the EU citizens.
The problem lies with the idea of Meta to combine and collect data from profiles of the users through different platforms such as Facebook, Instagram, WhatsApp, and Threads, to create personalized advertising profiles for its users. That clearly clashes with one of DMA’s ideas of making the internet a place where the competition thrives, because by creating personalized ads, companies such as Meta, Google, and Amazon, with the so-called “self-preferencing” are pushing their own products and are putting competitors at a disadvantage.
So who do you think is acting in your best interest, Meta or the EU, it's the question I want to ask you today.
As a social media user, who left Facebook and X (former Twitter) years ago, I have no interest in joining Threads any time soon, especially after reading that I have no choice in leaving it without deleting my Instagram account too. But as a UX Designer, I can’t wait to hop into it for a full Heuristic Evaluation and check it for Usability and Accessibility myself.
