Instagram safety campaign blocked over Meta influence concerns
A new advertising campaign by UK-based Insiders agency, has highlighted safety concerns on Instagram has been blocked from running. Agencies involved in the process cited concerns over potential repercussions from Meta, Instagram's parent company.
Campaign objectives
The campaign, designed by creative agency Insiders and supported by consumer advocacy group Refundee, aimed to call attention to issues of scams, identity theft, and lack of human customer support on the photo-sharing platform. The campaign mirrored the visual style of Instagram's own outdoor promotions, but substituted the usual imagery for depictions of hacked accounts and unresolved user distress.
Advertising rejection
Media buyers declined to display the advertisements, after initial discussions over locations and costs. Companies involved expressed reluctance to appear as though they supported the campaign's message, with one media buyer stating that, as Meta was a current client, they could not risk damaging the relationship. This decision has shifted the campaign's focus from user protection onto the broader challenge of addressing large technology companies' influence within the advertising industry.
User experiences
The campaign was launched by Jonny Stanton, an Instagram scam victim, to draw attention to what is described as a lack of response from Instagram when users fall victim to scams or identity theft.
"It's extraordinary, the campaign is about how Big Tech ignores victims, and then Big Tech's influence silences the campaign itself. I simply want to make others aware of how easy it is to be scammed yet so difficult to get a response from Instagram, when you most need one. If raising awareness about scams is too controversial to advertise, we have a bigger problem than anyone realises. Hopefully someone at Meta will see this and takes action," said Jonny Stanton, Instagram scam victim and creator of the petition, Change.org/ignoredbyinsta.
Scams and support
The campaign accuses Instagram of leaving users exposed due to an over-reliance on automatic support channels and an absence of live human help. The campaign's Change.org petition outlines five specific demands for improved user security and support during critical incidents such as account hacking or identity theft. Among these are calls for immediate account freezing options and real-time human triage support, along with open reporting on the scale of these incidents.
Industry response
The rejected campaign has raised questions about corporate advertising influence and the practical ability of consumer advocates to bring attention to problems on popular online platforms.
Josh Clarricoats, founder of Insiders, the agency behind the campaign, explained the creative approach: "We took the approach of 'hacking' one of Meta's ads. It focuses on the human behind the hacking. We hope it resonates strongly with the people who have experienced it, and recognise the feeling and emotions we are portraying. These people are the ones most likely to actively support the motion to change how Meta handles people's accounts being hacked."
Stu McFadden, co-founder of Refundee, said: "Every day, more people are being scammed or impersonated and often the scammers start on social media. Victims are reporting through official channels and getting nowhere. Instagram's lack of action has real-world consequences - and real victims."
Legal context
The campaign's petition links Instagram's current practices to the requirements of the UK's Online Safety Act, which requires platforms to protect users from harm. It contends that Instagram's present approach to user security does not fulfil the expectations set by this legislation. The petition is seeking further public support to apply pressure for policy change.