NEW DELHI, INDIA / RankWire.AI / – Instagram has come under scrutiny after it was found to have run paid advertisements in India that facilitated access to child sexual abuse material, prompting responses from both Indian authorities and Meta. Certain ads directed users to Telegram channels that offered illegal content in exchange for payment, with some prices beginning at 99 rupees. Meta subsequently confirmed that these advertisements breached its policies on child exploitation. Following an internal review of the material flagged during the investigation, the company removed additional ads, deactivated related accounts, and blocked associated links.
Authorities in India set up an Instagram account in India and monitored profiles displaying sexually suggestive content. The platform quickly began serving the account paid ads for explicit material, including later advertisements that featured children in sexualized situations and directed users to Telegram. Investigators documented approximately 30 distinct ads linked to child sexual abuse material, with some appearing under multiple advertiser accounts. These findings reveal that prohibited content infiltrated Instagram’s paid advertising system despite the platform’s review controls.
Instagram employs automated systems and, in certain cases, human reviewers to vet advertisements. Investigators reported that one ad involving a young child was flagged using Instagram’s reporting tools. Initially, the platform responded that the ad did not violate its standards. However, Meta later clarified that its detection systems had already identified some offending ads, leading to the disabling of related accounts. The company then took further action by removing additional content after receiving more information, and it also blocked URLs linked to material that violated its policies on child sexual exploitation.
Indian authorities call for action from Meta
Following the public disclosure of these findings in July, India’s Ministry of Electronics and Information Technology responded by directing Meta to eliminate advertisements and content that promoted or enabled access to child sexual exploitation and abuse material. The ministry also requested details on how such ads bypassed Instagram’s safeguards. Subsequently, the Indian government announced that it had taken the reports seriously and sought a comprehensive response from the involved intermediary. Regulatory authorities continued their review to ensure compliance with India’s online safety standards.
The case also drew the attention of the National Commission for Protection of Child Rights, which issued notices to social media platforms and launched an inquiry into Meta’s services. Indian legislation mandates that online intermediaries take responsibility when they encounter illegal material involving minors. The Information Technology Act, along with its related rules, governs platform obligations regarding harmful online content. The Protection of Children from Sexual Offences Act further establishes criminal protections against sexual exploitation and abuse of minors.
Official review of platform enforcement measures underway
Meta stated it leverages technology to identify accounts engaging in suspicious activity related to children. The company reported removing over 4 million Facebook and Instagram accounts globally in 2025 for potentially suspicious behavior involving minors. It also removed millions of pieces of child exploitation content. In India, detection systems targeting off-platform links flagged by suspicious activity led to the removal of 160,000 accounts during a six-month span. Meta emphasizes that its policies strictly prohibit advertisements that exploit, endanger, or sexualize children.
The incident has placed Instagram’s advertising oversight under formal investigation within India. Authorities are examining how forbidden material reached users through paid promotions and whether the platform’s safeguards align with legal standards. Meta acknowledges that some violating ads appeared and states it has taken enforcement measures against associated ads, accounts, and links. Following the identification of channels on Telegram connected to illegal child sexual abuse material, those channels were also removed. As of August 7, Indian child protection authorities are continuing their investigation into the involved platforms and the material in question.