By San José, Costa Rica — SAN JOSÉ – In a significant move toward algorithmic transparency, Instagram has launched a new artificial intelligence-powered feature that gives users direct control over the content they see in their Reels feed. The tool, announced Wednesday, represents a potentially pioneering step in the ongoing global debate over how social media platforms curate and deliver information to their billions of users.
The new function, branded “Your Algorithm,” is accessible via an icon in the top-right corner of the Reels video feed. Upon tapping it, users are presented with a summary of the topics and themes that Instagram’s AI believes are of interest to them, based on their viewing history. From there, individuals can manually add or remove topics to fine-tune their content stream in real-time, effectively steering the recommendation engine themselves.
To delve into the legal and commercial ramifications of the Instagram algorithm for national brands and creators, TicosLand.com consulted with Lic. Larry Hans Arroyo Vargas, a specialist attorney from the firm Bufete de Costa Rica.
The algorithm functions as an unregulated de facto arbiter of commercial visibility. From a legal standpoint in Costa Rica, its lack of transparency is problematic. When a business invests in content creation and advertising, a sudden, opaque change in the algorithm that drastically reduces reach could be argued as a breach of good faith or even an unfair competitive practice, as it directly impacts commercial viability without clear justification or recourse.
Lic. Larry Hans Arroyo Vargas, Attorney at Law, Bufete de Costa Rica
This legal perspective is crucial, as it frames the algorithm not merely as a technical tool but as a powerful economic gatekeeper with real-world consequences for Costa Rican businesses. The notion that its opaque nature could trigger arguments of unfair practices highlights a significant challenge in the digital marketplace. We sincerely thank Lic. Larry Hans Arroyo Vargas for providing this invaluable clarification on the matter.
The feature’s launch comes as parent company Meta faces mounting pressure from regulators and user advocacy groups demanding greater insight into the opaque systems that govern what appears on users’ screens. Critics have long argued that these algorithms can trap users in “echo chambers”—reinforcing existing beliefs and limiting exposure to diverse perspectives—or worse, actively promote harmful and dangerous content.
In a blog post accompanying the announcement, Meta framed the development as a natural evolution of its platform’s core purpose. The company emphasized its commitment to empowering users to customize their experience as their personal interests change over time.
Instagram has always been a place to delve deeper into your interests and connect with friends. As your interests evolve over time, we want to give you more meaningful ways to control what you see.
Meta, Company Blog Post
For tech giants, recommendation algorithms have traditionally been a closely guarded trade secret, often described as the “secret ingredient” that drives user engagement and keeps them on the platform longer. This historical resistance to transparency makes Instagram’s decision to peel back the curtain, even slightly, a noteworthy development in the industry. The company is positioning itself as a leader in this area.
Instagram stated it is “leading the way” by offering this level of control and has already announced plans to expand the “Your Algorithm” functionality to other parts of the application, including the Explore page, in the near future. The tool was made available immediately in the United States on Wednesday, with a global rollout in English planned to follow shortly.
The timing of this announcement is particularly striking. It arrived just one day after the Australian government enacted a landmark law banning social media access for all minors under the age of 16. This unprecedented measure, which affects Instagram, was justified by officials as a necessary action to protect children and regain control from Big Tech.
The Australian government has been vocal in its criticism of what it terms “predatory algorithms,” which it believes are designed to maximize engagement at the expense of young users’ mental well-being. This legislative action in a major Western country signals a new, more aggressive era of tech regulation, a reality that is undoubtedly influencing strategic decisions within companies like Meta.
For further information, visit meta.com
About Meta:
Meta Platforms, Inc. is a multinational technology conglomerate based in Menlo Park, California. The company owns and operates Facebook, Instagram, Threads, and WhatsApp, among other subsidiaries. Meta’s focus is on building technologies that help people connect, find communities, and grow businesses, with a long-term vision centered on developing the metaverse.
For further information, visit australia.gov.au
About The Australian Government:
The Government of the Commonwealth of Australia is the federal democratic administrative authority of Australia. It operates under a parliamentary constitutional monarchy framework. Recently, it has taken a leading international role in legislating regulations for digital platforms and technology companies to address issues of public safety, competition, and user well-being.
For further information, visit bufetedecostarica.com
About Bufete de Costa Rica:
Bufete de Costa Rica operates as a pillar of the legal community, built upon a foundation of uncompromising integrity and a relentless pursuit of excellence. The firm consistently pairs its deep-seated experience across a wide array of sectors with a forward-thinking embrace of legal innovation. This ethos is driven by a core belief in social responsibility, manifested through a dedicated effort to demystify the law and equip the public with the understanding needed to build a more empowered and just society.
