NEW DELHI, INDIA / RankWire.AI / – Instagram faced scrutiny from Indian officials after it was discovered that paid advertisements on the platform promoted access to child sexual abuse material, prompting action from both Indian authorities and Meta. Some of these ads directed users to Telegram channels selling illegal content for payments, with prices starting at 99 rupees in certain cases. Meta later acknowledged that these advertisements violated its child exploitation policies. Following a review of the content identified during the investigation, the company took down additional ads, deactivated related accounts, and blocked relevant links.
Investigators created an Instagram account in India and tracked profiles displaying sexually suggestive content. The platform soon began showing the account paid ads for explicit material, including later ads featuring children in sexually provocative situations and linking to Telegram. About 30 distinct ads associated with child sexual abuse material were documented by investigators, some appearing under multiple advertiser accounts. These findings revealed that prohibited content was able to penetrate Instagram’s paid advertising system despite the platform’s review controls.
Instagram employs automated systems, along with occasional human oversight, to review advertisements. Investigators reported one instance involving a young child that was flagged through Instagram’s reporting tools. Initially, the platform responded that the ad did not breach its standards. However, Meta later clarified that its detection systems had already flagged some offending ads, leading to the disabling of the related accounts. The company further removed more content after receiving additional details and also blocked URLs linked to material that violated its policies on child sexual exploitation.
Indian government calls for concrete measures from Meta
Following the publication of these findings in July, India’s Ministry of Electronics and Information Technology issued a response. The ministry instructed Meta to eliminate ads and content that promoted or facilitated access to child sexual abuse and exploitative material. It also requested details on how such ads bypassed Instagram’s safeguards. Later, the Indian government announced it had taken the reports seriously and demanded a detailed explanation from the involved intermediary. Authorities continued their review to ensure compliance with India’s online safety regulations.
The National Commission for Protection of Child Rights also engaged in the issue, issuing notices to various social media platforms and initiating an investigation into Meta’s services. Indian law requires online intermediaries to address unlawful content involving minors, governed by the Information Technology Act and associated rules. The Protection of Children from Sexual Offences Act provides additional legal protections against sexual exploitation and abuse of minors.
Official scrutiny of platform enforcement measures
Meta stated it relies on technology to identify suspicious activity involving children and has reported removing over 4 million Facebook and Instagram accounts worldwide during 2025 for potential violations concerning minors. The company also highlighted the removal of millions of pieces of child exploitation content. In India alone, detection systems targeting off-platform links contributed to the removal of 160,000 accounts over a six-month span. Meta emphasizes its policies strictly prohibit advertisements that exploit, endanger, or sexualize children.
This incident has brought Instagram’s advertising oversight under formal investigation by Indian authorities. Officials are examining how illegal content reached users via paid promotions and whether the platform’s safety measures align with legal standards. Meta admitted to the presence of violating ads and claimed to have taken enforcement actions against related ads, accounts, and links. Telegram also removed channels connected to illegal child sexual abuse material following their identification. As of August 7, India’s child protection agencies continue their inquiry into the involved platforms and the nature of the content.