British Prime Minister Keir Starmer has called on social media platforms to eliminate their infinite scrolling features, according to recent statements.

The Labour leader's comments represent the latest government intervention targeting big tech companies and their platform designs. Never-ending or infinite scroll is a common feature across major social media platforms that automatically loads new content as users reach the bottom of their feeds, designed to keep users engaged for extended periods.

Starmer's remarks come as governments worldwide have increased scrutiny of social media companies over their impact on users' mental health and wellbeing, particularly among younger demographics. The feature has been criticized by digital wellness advocates who argue it contributes to excessive screen time and addictive usage patterns.

The call reflects broader concerns about the design of social media platforms and their psychological effects on users. Many platforms employ engagement-driven algorithms and features specifically designed to maximize time spent on their applications.

It remains unclear what specific regulatory measures, if any, the UK government might pursue to enforce such changes to platform design. Social media companies have not yet responded publicly to Starmer's statements.