Meta’s woes deepen in India as child abuse ads on Instagram draw government ire

The Indian government has warned of action against two of Meta's three major platforms, WhatsApp and Instagram, within a week, underscoring the growing regulatory risks the U.S. social media giant faces in a key market.

On Saturday, India's Ministry of Electronics and Information Technology issued a "stern notice to Meta over the presence of Child Sexual Exploitative & Abuse Material (CSEAM) in paid advertisements on Instagram," according to a report by Indian state broadcaster DD News.

The government has directed Instagram to "immediately disable all advertisements and content that promote" child abuse and has sought a detailed explanation from Meta within seven days, the report said.

The regulatory warning to Meta came after an investigation by the BBC revealed on Friday that Instagram was running paid advertisements promoting child sexual abuse material in India.

Meta has a "Zero tolerance policy" for child abuse-related content, a spokesperson for Meta told CNBC in an email. The company is using "AI technology to proactively detect violating content and individuals, but we are in a constant battle with criminals who hide among our 3.5 billion users and try to evade our detection," it added.

Earlier this year, the European Commission found that the social media giant was violating EU law by failing to prevent children below 13 from accessing its platforms. Though Meta had disagreed with the preliminary findings, it could face fines of up to 6% of its total worldwide annual turnover if the findings are confirmed.

The U.S. company is not facing an immediate risk of a fine in India, but has come under sharp regulatory scrutiny in its biggest market. The country has the largest audience base for Instagram, with more than 480 million users, more than double the U.S. as of 2025, as per data from Statista. It also has more than 400 million Facebook users, the most globally.

Neil Shah, vice president of research at Counterpoint Research, said this was a "wake-up call for Meta to tighten its compliance and control for its platforms" as the Indian government is keen "to tighten the leash over these massive digital platforms."

Last week, Meta's messaging app, WhatsApp, which has over half a million users in India, was also issued a warning over the roll-out of its username feature. The government claimed the feature could increase cybercrime incidents and has directed the platform to pause its plans.

Meta defended the introduction of usernames, calling it a "major privacy feature" designed to help people stay connected without giving away phone numbers.

"I would describe India as a more demanding regulatory market rather than a hostile one," Reema Bhattacharya, head of Asia research at Verisk Maplecroft, told CNBC. Given India's importance as a key digital market, she added that companies should expect regulators to engage more actively on "issues ranging from online safety to data governance."