Meta deploys AI tools to detect child abuse ads in India

Meta has implemented new artificial intelligence (AI) tools aimed at detecting advertisements that secretly lead users to child sexual abuse material (CSAM) hosted on external platforms. This move follows scrutiny after investigations revealed such ads were present on Instagram in India.

According to the company, Meta actioned 5.3 million pieces of content related to child sexual exploitation on Facebook and Instagram in India between January and June 2026. It stated that over 98% of this content was identified before any user reports. Globally, Meta actioned 33.2 million such items during the same period, with India accounting for approximately 16%.

The new measures include the use of large language models (LLMs) to detect "signposting"—seemingly benign ad content suspected of directing users to illegal material off-platform. Meta also stated it now examines where ads lead, conducts AI sweeps of existing ads, employs an AI agent to probe its own defenses, and has strengthened systems for detecting repeat offenders.

This development comes after investigative reports and actions by Indian authorities. A BBC investigation in July found Instagram ads promoting CSAM. Indian ministries, including the Ministry of Electronics and Information Technology (MeitY) and the National Commission for Protection of Child Rights (NCPCR), had previously summoned Meta and ordered the removal of such content.

Meta has announced it will now report child safety cases directly to India's National Cyber Crime Reporting Portal, managed by the Indian Cybercrime Coordination Centre (I4C), aiming to streamline collaboration with local law enforcement.