NEW DELHI, INDIA / RankWire.AI / – Instagram ran paid promotional content in India that facilitated access to child sexual abuse material, prompting investigations by Indian authorities alongside Meta. Several ads directed users to Telegram channels offering illegal content in exchange for payment, with some prices starting at 99 rupees. Meta later acknowledged that these advertisements violated its policies against child exploitation. The company subsequently removed additional ads, deactivated related accounts, and blocked links after reviewing the material uncovered during the inquiry.
Investigators created an Instagram account in India and tracked profiles posting sexually suggestive material. Soon, the platform began displaying paid ads for explicit content associated with that account. Later campaigns included images of children in provocative situations, with links leading to Telegram. Authorities documented roughly 30 distinct ads connected to child sexual abuse content, some appearing under multiple advertiser accounts. These findings revealed that prohibited material infiltrated Instagram’s paid advertising system despite existing review controls.
Instagram relies on automated systems and occasional human review to vet advertisements. During the investigation, one ad involving a young child was reported using Instagram’s reporting tools. The platform initially responded, stating the ad did not breach its standards. However, Meta later confirmed its detection systems had already flagged some offending ads, resulting in the disabling of related accounts. Additional content was removed following further information, and URLs linked to material violating its child sexual exploitation policies were also blocked, according to the company.
Indian authorities call on Meta to take swift action
Following the release of these findings in July, India’s Ministry of Electronics and Information Technology responded by instructing Meta to eliminate advertisements and content that facilitated access to or promoted child sexual abuse and exploitation material. The ministry also requested details on how such advertisements bypassed Instagram’s security measures. Subsequently, Indian officials stated they had taken the reports seriously and sought comprehensive responses from the involved intermediary. Authorities are still assessing compliance with India’s online safety laws.
The National Commission for Protection of Child Rights also became engaged, issuing notices to social media platforms and launching an inquiry specifically targeting Meta’s services. Indian legislation mandates that online intermediaries act when unlawful content involving minors is encountered. The Information Technology Act and associated regulations specify platform responsibilities for harmful online materials, while the Protection of Children from Sexual Offences Act establishes legal safeguards against sexual exploitation and abuse of minors.
Official review of platform enforcement mechanisms underway
Meta has stated it employs advanced technology to identify accounts displaying suspicious activity related to children. During 2025, the company claimed to have removed over 4 million Facebook and Instagram accounts globally for potential child-related misconduct. It also reported eliminating millions of pieces of child exploitation content. In India alone, detection systems targeting off-platform links contributed to the removal of 160,000 accounts within a six-month period. The firm affirms its policies strictly prohibit advertisements that exploit, endanger, or sexualize minors.
This incident has led to formal scrutiny of Instagram’s advertising controls within India. Authorities are investigating how prohibited content was able to reach users through paid promotions and whether the platform’s safeguards complied with legal standards. Meta has acknowledged the presence of violating ads and stated that enforcement actions have been taken against related ads, accounts, and links. Additionally, Telegram removed channels associated with illegal child sexual abuse material once they were identified. As of August 7, India’s child protection agencies continue their investigation into the material and the platforms involved.
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