Meta faces backlash for using schoolgirls’ photos to promote Threads: 5 key things

Parents outraged – Meta used back-to-school photos of young girls posted by parents on Instagram to promote its social media platform, Threads, to a 37-year-old man. Parents described it as “outrageous” and “upsetting,” saying they were unaware their children’s images could be used this way.

Images shown to adults – The promotional posts featured girls as young as 13 in school uniforms, often showing their faces and names. The recipient said it felt “deliberately provocative and exploitative,” as all the posts highlighted schoolgirls and no boys.

Meta defends practice – The company said the images did not violate policies and only recommended publicly shared posts. Meta claimed its systems do not promote content from teenagers and that users can control whether their public posts are suggested or switch their Threads profile to private.

Concerns over child safety – Campaigners for children’s online rights, including Beeban Kidron, criticized Meta for prioritizing growth over safety. They urged regulators like Ofcom to examine if the practice violates rules preventing adults from accessing children’s content.

Parents shocked and disturbed – Families reported their posts reached thousands of adults, mostly men, far beyond their usual audience. Parents said they would never have consented to their children’s photos being used to market a platform, highlighting serious privacy and safety concerns for minors online.