BRUSSELS, July 10 (Reuters) - The European Commission on Friday accused Meta Platforms, the owner of Facebook and Instagram, of violating EU technology rules, targeting features regulators say are designed to keep users engaged with the platforms for as long as possible, and demanding the company make changes to features such as autoplay and infinite scrolling, warning it could face fines if it does not comply.

The initial findings came after a two-year investigation under the European Digital Services Act, which requires major online platforms to take more effective action to combat illegal and harmful content.

Scrutiny of social media companies is increasing in various parts of the world amid concerns that their platforms are contributing to the worsening mental health crisis among children, prompting some governments to impose or consider restrictions on minors' use of these platforms.

The European Commission, the EU's technology regulator, said Meta did not adequately assess the addictive risks posed by its highly personalized recommendation systems and its autoplay and infinite scrolling features, which provide users with a constant stream of content and encourage them to stay for longer periods.

She added that the short video and stories features on Facebook and Instagram may contribute to excessive or compulsive use of the platforms.

The Commission criticized the measures taken by Meta to reduce these risks, arguing that time management tools can be easily bypassed, while parental control tools require time, effort, and technical knowledge to use effectively.

The commission said Meta should disable features such as autoplay and infinite scrolling by default and introduce effective pauses to limit screen time, as well as make the recommendation system less focused on increasing interaction and engagement.

Meta spokesperson Ben Walters said, "We disagree with these preliminary findings, which do not properly take into account the important steps we have taken to protect teenagers... Since the start of this investigation, we have launched teen accounts that provide automatic protection for them and give parents more control, including the ability to block access to Instagram overnight and set a daily usage time limit of no more than 15 minutes."

Meta said it would continue to cooperate constructively with EU regulators.

"Our point of contention is that this design is highly addictive and needs to be changed," EU technology chief Hina Virkkonen told Reuters. "The next step is either Meta modifies the design of its platforms or it will face a decision of non-compliance with the rules."

Meta faces the risk of a fine of up to six percent of its total annual global revenues if it is found to have violated European rules, while the company has the right to respond to the accusations before the Commission issues its final decision in the coming months.