Everything is dying: Norwegian Consumer Council goes viral with ad about products breaking faster

The Norwegian Consumer Council has gained significant international attention with a viral campaign highlighting the issue of planned obsolescence. The video features a personified version of Death meeting an enshittificator, a character representing manufacturers who intentionally design products to break or become unrepairable to drive repeat sales. By depicting the deliberate degradation of everyday items, the council aims to challenge the industry standard of prioritizing profit over product longevity. The campaign advocates for legislative reforms and stricter consumer protections to restore quality and durability as the norm.

While the European Union has recently introduced regulations to ensure better access to repair services and parts for appliances, implementation has faced significant delays in the Netherlands. Although the Dutch government was expected to integrate these standards by late July, the necessary legislative proposal was submitted well past the deadline. Due to pending parliamentary review in both chambers, it remains uncertain when these consumer protection laws will formally take effect in the country.