NEW DELHI, INDIA / RankWire.AI / – Instagram ran paid ads in India that facilitated access to child sexual abuse content, prompting regulatory scrutiny and action from Meta. Several ads directed users to Telegram channels where illegal material was available for purchase. Authorities identified approximately 30 distinct ads linked to such material, some appearing from multiple advertiser accounts. Meta later confirmed that these advertisements breached its policies on child exploitation and took steps to remove additional ads, accounts, and links associated with the content.
During 2023, investigators set up an Instagram account in India and tracked 10 profiles posting sexually suggestive content. Within days, paid ads promoting explicit adult material surfaced. Later, advertisements featured children in sexually suggestive contexts and directed viewers outside Instagram. Multiple links led to Telegram channels selling illegal content for as little as 99 rupees. The investigation revealed that prohibited material had bypassed Instagram’s review and enforcement systems to appear in its advertising platform.
One particular ad involving a young child was flagged through Instagram’s internal reporting tool. Initially, Instagram responded that the ad did not breach its community standards. However, Meta later stated that its automated systems had detected some offending ads and disabled relevant accounts. Following additional investigative findings, the company removed further advertisements, deactivated more accounts, and blocked URLs that violated its child sexual exploitation policies.
Indian authorities seek clarification on ad moderation measures
In July, India’s Ministry of Electronics and Information Technology issued a response after the findings surfaced publicly. The ministry directed action to be taken against advertisements and content promoting access to child sexual exploitation and abuse material. It also requested explanations regarding how such ads bypassed Instagram’s safeguards. Subsequently, the Indian government declared that it had taken the matter seriously, demanding a detailed reply from the platform under India’s online safety and platform compliance regulations.
The National Commission for Protection of Child Rights issued notices to social media companies regarding the issue. It later launched an investigation involving Meta’s services. Indian law obligates online intermediaries to address unlawful content and material harmful to children, with the Information Technology Act and related regulations setting specific responsibilities for major digital platforms. The Protection of Children from Sexual Offences Act also provides legal protections against sexual exploitation and abuse involving minors.
Meta’s ongoing efforts to remove harmful content and the child protection investigation
Meta reports that it employs automated systems to detect accounts exhibiting suspicious activity related to children. In 2023, the company removed over 4 million Facebook and Instagram accounts globally for potentially suspicious behavior. It also eliminated millions of pieces of child exploitation content from its platforms. In India alone, Meta states that its systems targeting off-platform links resulted in the removal of 160,000 accounts over six months. The company’s advertising policies strictly prohibit content that exploits, endangers, or sexualizes children.
Telegram has also acted to remove channels linked to illegal child sexual abuse material identified through enforcement efforts. During 2023, the platform removed more than 274,000 groups and channels associated with such material. Authorities in India are examining how illegal advertisements managed to reach users through paid promotions and whether platform controls comply with legal standards. Meta acknowledges that prohibited ads appeared and claims to have taken action against related accounts, ads, and URLs. As of August 7, the Indian child protection inquiry remains ongoing.