When governments suddenly block previously uncensored, habitual-use platforms, affected users acquire VPN/proxy tools to restore access — and those tools then incidentally unlock all long-blocked content. The authors call this the 'gateway effect': sudden censorship backfires not through political backlash but through habit-driven evasion that permanently expands information access. The effect is strongest for indispensable, hard-to-substitute services.
From 2018-hobbs-sudden — How Sudden Censorship Can Increase Access to Information
· Theory: Gateway effects in information access
· 2018
· American Political Science Review
Implications
Circumvention tools that market themselves as restoring access to a specific newly-blocked service (e.g., Instagram, WhatsApp) can exploit gateway-effect dynamics to rapidly grow their user base during censorship events.
Design onboarding for apolitical, habit-driven users who acquire VPNs reactively — simple UX and low setup friction matter more than ideological framing.