When in India, play by Indian rules

GoI has asked Meta to disable Instagram ads promoting child abuse in India after a BBC Eye expose. India has strict rules for child protection, and Meta insists it has zero tolerance for the sexual exploitation of minors. The offending ads, the company claims, slipped past the technology deployed to ensure advertising conforms to Meta's community standards. The policing lapse in Meta's biggest market - Indians constitute over a billion users of Facebook, Instagram and WhatsApp - must not recur. The social media and instant messaging platforms run the risk of losing their safe-harbour status if their content, including advertising, runs afoul of Indian laws. Meta's business runs on serving targeted ads to large audiences, so it must raise the threshold for ad curation in a vital market.

GoI had earlier told Meta to put its plans to roll out WhatsApp usernames on hold, citing the increased risk of cybercrime. Concerns over child abuse will reinforce the official argument. The BBC investigation reported that the paid ads on Instagram led to Telegram channels where child sexual abuse material was available for sale. WhatsApp's username feature could lower transparency on the messaging platform. Strong anti-abuse measures such as blocks have been used on platforms like Telegram that allow identities to be camouflaged. Meta would do well to sympathise with India's sensitivities regarding law enforcement.

Meta faces action in the EU over child protection as well. Investigations have revealed that FB and Instagram do not do enough to discourage children under 13 from accessing their platforms. Separately, Meta's recommendation algorithms have been found to stimulate addictive behaviour among children. The company's record on child protection has been found wanting in multiple jurisdictions. While older demographics drive Meta's advertising revenue, it faces an existential threat if it cannot onboard the next generation. This tension leads to regulatory pushback. Any additional friction over child abuse ads tends to heighten the regulatory reflex.