Meta has come under scrutiny following a report that its advertising tactics involved using images of schoolgirls to promote its social media platform, Threads, to an adult male user. The individual, a 37-year-old from London, noticed that his Instagram feed featured posts encouraging him to “get Threads,” which prominently displayed pictures of girls in school uniforms. Many of these images were taken from private accounts where parents had shared back-to-school photos, raising questions about the platform’s policies regarding user privacy and content sharing.
Some parents expressed their alarm after discovering that Meta’s settings allowed for their children’s images, some with visible names, to be displayed to strangers as “suggested threads.” One mother, whose account was set to private, was particularly surprised that her post cross-posted to Threads, attracting significant views from non-followers. Others reported sharing the photos on public accounts, leading to further concerns about security and consent.
Meta stated that the images did not violate its policies and that it only recommends public posts that meet its community standards. The company claimed that its systems are designed to prevent the recommendation of posts made by teenagers, but acknowledged that these were shared from adult accounts set to public view. Nonetheless, the targeted advertising strategy raised concerns about the potential sexualization of minors.
In light of recent regulations aimed at protecting children online, experts and advocates are questioning whether companies like Meta are prioritizing profit over the safety and privacy of young users. Some have called for more stringent measures to prevent the exploitation of children’s images in advertising. Meta has reiterated that users have control over what content is suggested from their accounts, but the incident has highlighted ongoing debates about children’s rights and online safety.
Source: https://www.theguardian.com/technology/2025/sep/20/parents-outraged-meta-uses-photos-schoolgirls-ads-man