ETtech Explainer: Inside the Instagram child sexual abuse ad controversy

The Centre has sought an explanation from Meta after a BBC World Service Eye investigation published on July 3 found that Instagram had approved paid advertisements promoting child sexual abuse material (CSAM) and directing users to Telegram channels where such content was allegedly sold.

The findings prompted the Ministry of Electronics and Information Technology (MeitY) to issue a notice to Meta, seeking details of the company's advertising review process and the safeguards governing paid advertisements on Instagram.

How did the issue surface?


The BBC investigation said it identified around 30 paid Instagram advertisements from a test account in India that promoted or linked to CSAM through external Telegram channels. According to the broadcaster, one advertisement it reported through Instagram's reporting tools was initially found not to violate the platform's policies before being removed after Meta was contacted for comment.

Hours after the investigation was published, Union Electronics and IT Minister Ashwini Vaishnaw said on X that he had directed MeitY to summon Meta over the issue.

Scrutiny on Meta advertisements

Unlike user-generated posts, paid advertisements are reviewed before they appear on Instagram.

According to Meta, advertisements are evaluated using automated systems that assess images, videos, text and landing pages against the company's advertising policies. Some advertisements may also undergo additional review by human moderators before they are approved. The Centre's notice has therefore focused on the processes used to vet paid advertisements before publication.

What has the government asked Meta?

On July 4, MeitY issued a formal notice directing Meta to immediately disable advertisements and related content promoting or facilitating access to child sexual exploitative and abuse material.

The ministry has asked the company to respond within seven days, explaining how the advertisements were approved, the safeguards in place to detect prohibited content, and the corrective measures taken following the incident.

How did Meta respond?

Meta claimed it has a zero-tolerance policy towards child sexual exploitation and abuse.

A spokesperson said the company had removed the advertisements identified by the BBC investigation, disabled the associated advertiser accounts, and uses AI-powered detection systems together with specialist review teams to identify and remove violating content. Meta also said it works with child safety organisations and law enforcement agencies as part of its enforcement efforts.

What happens next?

The company is expected to submit its response to MeitY within the seven-day timeline specified in the notice.

The ministry will examine the company's explanation before deciding on any further action.