The “Big” Blueprint

In October 2023, 42 attorneys general filed lawsuits against Meta, alleging that its platforms are addictive and harmful to youth. These suits echo legal strategies used against Big Tobacco in the 1990s, particularly the Master Settlement Agreement and subsequent regulatory reforms. This paper examines the viability of applying tobacco regulation as a blueprint for regulating Big Tech, especially in light of mounting concerns about digital addiction and youth vulnerability. Through a comparative analysis of tobacco and social media industries, it identifies key parallels: both target young users, downplay known harms, and engineer user dependence. However, the paper also highlights critical differences—social media is not inherently carcinogenic and offers meaningful societal benefits, complicating direct regulatory transfer. Drawing on emerging literature on digital addiction, platform design, and public health risk, the paper evaluates whether elements of tobacco control—such as warning labels, youth advertising restrictions, and public education—can be adapted for the tech sector. It concludes that while tobacco regulation provides a powerful legal and rhetorical model, effective oversight of social technology requires a new regulatory infrastructure tailored to its unique risks. The “Big” blueprint should inspire, not constrain, the future of digital platform governance.