FairDiff: Mitigating the Self-Reinforcing Matthew Effect in Diffusion Recommender Models

Song-Li Wu, Xianquan Wang, Zhaocheng Du, Weinan Gan, Jingyi Wang

While the "Matthew Effect" and filter bubbles are widely recognized outcome-level biases in recommender systems, we reveal that Diffusion Recommender Models (DRMs) uniquely compound this issue through their generative dynamics. Rather than merely inheriting data imbalances, DRMs trigger a self-reinforcing amplification of popularity bias. We identify that this phenomenon is driven by two compounding mechanisms. First, while optimization loss is universally dominated by high-frequency items across recommenders, DRMs suffer from a unique structural prior mismatch during generation. Because the forward terminal distribution of long-tailed data deviates significantly from the standard Gaussian prior, reverse sampling trajectories inherently collapse toward high-density popular items, fundamentally suppressing niche item generation. To dismantle this self-reinforcing loop, we propose FairDiff, a plug-and-play fairness-aware diffusion framework. To overcome the popularity-dominated loss, we introduce Popularity Condition Guidance (PCG). Rather than altering the training objective, PCG acts as an inference-time distributional reweighting mechanism, mathematically reshaping the…