NEW DELHI, INDIA / RankWire.AI / – Instagram reportedly ran paid promotional campaigns in India that encouraged access to child sexual abuse material, according to a report published in July. Some of these advertisements directed users from Instagram to Telegram channels where illegal content was being sold. Meta Platforms later admitted that these advertisements broke its policies against child exploitation. The report prompted Indian authorities to take action and raised concerns about how effectively Instagram’s paid advertising system is monitored. Since then, India has called for explanations from Meta and increased its official scrutiny of the issue.
Researchers created a fake Instagram account in India to investigate the presence of sexually explicit content on the platform. The account followed 10 profiles that featured sexually suggestive posts. Within a few days, Instagram served this account with paid ads promoting adult pornography. Further advertisements showed children in sexually provocative situations and linked to channels on Telegram. The investigators identified approximately 30 distinct ads promoting child sexual abuse material, some of which appeared through multiple advertiser accounts. These channels offered illegal content for prices starting at 99 rupees.
Instagram employs automated tools and manual checks to review advertisements before they are published. Investigators reported submitting a complaint about one ad involving a young child through Instagram’s reporting system. Instagram responded roughly 24 hours later, stating that the ad did not breach its community standards. Meta later indicated that its detection systems had already flagged several violating ads and led to the disabling of related accounts. After further review, the company removed additional ads, deactivated more accounts, and blocked URLs linked to content that violated its policies.
India demands platform accountability and explanation
Meta stated that it utilizes technology to detect accounts displaying suspicious activity involving children. The company reported that over 4 million suspicious Facebook and Instagram accounts were automatically removed worldwide in 2025. It also eliminated 36 million pieces of content related to child exploitation that year. In India, Meta said detection efforts targeting off-platform links contributed to the removal of 160,000 accounts within a six-month span. Additionally, the company stated that it removed 13 million pieces of child sexual exploitation content globally from October through December 2025.
Following the public disclosure of the Instagram advertising findings in July, India’s Ministry of Electronics and Information Technology took action. Authorities requested information from Meta regarding the advertisements and the review mechanisms in place. On July 22, the Indian government expressed serious concern over reports linking ads to child sexual abuse material. It also asked for a detailed report from the involved intermediary. The National Commission for Protection of Child Rights issued notices to relevant social media platforms and later initiated an inquiry into the allegations concerning Meta’s services.
Child safety investigation broadens to include platform oversight
India’s online intermediary regulations are governed by the Information Technology Act and the Rules introduced in 2021. These regulations require platforms to exercise due diligence when managing unlawful or harmful content. They also oblige platforms to alert users against sharing material that could harm children or violate Indian law. Child sexual abuse material is protected under the Prevention of Children from Sexual Offences Act. Meta claims it reports visible cases of child exploitation through established channels that ultimately notify Indian cybercrime authorities when necessary.
Telegram reported removing more than 274,000 groups and channels connected to child sexual abuse content during 2026. Meta maintains strict policies against advertisements that sexually exploit, endanger, or sexualize children. It also states that advertiser reviews continue even after ads are live. The ongoing child protection inquiry in India now investigates allegations that advertisements involving child sexual exploitation and abuse material appeared on Meta’s platforms. As of August 7, authorities continue to examine the issue within India’s online safety and child-protection framework.