Instagram Fails to Control Child Exploitation Ads in India

Instagram faced backlash after ads promoting child abuse material were uncovered in India, prompting government action against Meta.

Ads promoting child sexual exploitation have surfaced on Instagram in India, alarming authorities and child protection advocates. The BBC World Service investigation revealed that these ads contain distressing terms like “rape video” and direct users to buy such content via the messaging app Telegram for as little as 99 rupees (approximately 80 pence).

Following the report’s release, the Indian government summoned representatives from Meta, Instagram’s parent company, to address these alarming findings. Instagram’s moderation processes, which typically approve ads before they go live, have come under scrutiny as a result. When the BBC reported one of the offensive ads, Instagram took over 24 hours to respond, stating that the post did not violate their “community guidelines.”

Meta later indicated that it had deactivated several accounts linked to the disallowed ads and removed others following the BBC’s notification. However, they acknowledged the challenges in maintaining a perfect review system and stressed their continuous efforts to improve ad moderation technologies.

Telegram also responded to the issue, reporting that it had removed over 274,000 channels related to child sexual abuse material in just 2026, illustrating the scale of the problem. The app’s policies state a commitment to eradicating such content, yet the illicit material persists.

The BBC’s investigation saw the creation of a pseudonymous account on Instagram, which quickly began receiving ads featuring children in sexually suggestive poses alongside links to Telegram channels. The alias account also received adult pornography ads, raising serious implications regarding how content is targeted on the platform.

One particularly troubling ad depicted two children, seemingly around 12 years old, engaged in a sexual act, while others suggested alarming age gaps in purported relationships. The disturbing details prompted the BBC to alert Indian authorities to the incidents, as both the distribution of child sexual material and adult pornography are serious crimes under Indian law.

Madan Lokur, a retired justice of India’s Supreme Court, expressed deep concern over Instagram profiting while being involved in criminal activity. He urged the Supreme Court to take immediate action and hold social media platforms accountable. Lokur asserted that despite legal protections for online platforms against liability for user-uploaded content, this does not absolve them of their responsibilities to safeguard users.

Former Facebook Vice President Brian Boland, who left the company disillusioned over user safety concerns, criticized Instagram’s algorithms for prioritizing revenue over the well-being of its users. His observations pointed out that the platform’s design could facilitate harmful outcomes, especially if not regulated with urgency and care.

In the face of mounting criticism, Meta insisted that it does not target ads featuring children inappropriately. They pointed out their compliance with legal obligations to report suspected child exploitation to the National Center for Missing and Exploited Children (NCMEC), which serves as a central reporting entity for child exploitation cases.

In 2025 alone, India reported nearly 1.9 million tips regarding suspected child sexual abuse material, making it the second highest globally, just below the United States. Shikha Goel, a top cyber officer in Telangana’s Cyber Security Bureau, noted that platforms like Instagram produce significant reports but are not the only creators of this content.

The nature of child exploitation in India is complex, with criminal organizations often involved, alongside troubling cases of familial exploitation. Advocacy groups highlight the urgent need for improved technical capacity among law enforcement and the importance of global cooperation in tackling these crimes effectively.

The situation emphasizes an ongoing battle against child exploitation material online. As platforms grapple with their roles and responsibilities, advocates call for more strict regulatory frameworks to ensure the safety of vulnerable populations.