GoKawiilNorwegian Consumer Council releases second 'Enshittificator' ad mocking product decay
The Norwegian Consumer Council has published a second YouTube video in its 'anti-enshittification' campaign, featuring a bearded mascot called the Enshittificator who partners with a personified Death character. The pair are shown deliberately degrading products such as TVs, toothbrushes and smartphone storage, continuing a series that began in February with a video showing the mascot's car brakes failing due to an unpaid subscription.
GoKawiil's interpretation of the reporting above, not reported fact.
The campaign uses satire to draw public attention to a term - enshittification - popularized by author Cory Doctorow, which describes companies degrading products after locking in users. A government-funded consumer group producing viral-style content suggests regulators and advocacy groups are seeking new ways to make abstract complaints about subscription models and planned obsolescence resonate with general audiences.
- The Norwegian Consumer Council released a second video in its enshittification-themed ad series in mid-September.
- The campaign personifies corporate product degradation through a mascot called the Enshittificator paired with Death.
- The term enshittification, coined by Cory Doctorow, was added to Merriam-Webster's slang list last year.
Source: cnet.com — Joe Hindy, 2026-09-26
Published there as: “Enshittification Has a New Mascot, and He’s Teaming Up With Death in a Hilarious Ad Campaign”
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