**Meta Under Fire for Using Schoolgirls’ Photos in Targeted Ads**
*By Akash Pandey | Sep 21, 2025, 04:54 PM*
Meta, the parent company of popular social media platforms like Instagram and Facebook, is facing backlash for allegedly using back-to-school photos of schoolgirls in targeted advertisements. The controversy emerged when a 37-year-old man reported seeing these ads on his device, raising serious ethical questions about Meta’s advertising practices.
### Ads Featuring Schoolgirls Spark Concern
The man told *The Guardian* that the promotional ads, which urged him to “get Threads,” appeared directly in his Instagram feed. Notably, the posts only featured girls in school uniforms, with no boys included. He described the ads as having “an aspect of sexualization,” given that some of the girls were as young as 13, with visible faces and even names attached.
The images were originally shared by parents on Instagram to celebrate their children’s return to school. However, these private moments were repurposed by Meta for commercial gain without the parents’ consent or knowledge.
### Parents Unaware of Image Usage
Many parents expressed shock upon discovering that their children’s photos were being used in advertisements. One mother explained that her private Instagram account was automatically cross-posting content to Threads, making those posts publicly visible without her explicit permission.
The man who saw the ads called them “deliberately provocative and ultimately exploitative of the children and families involved,” highlighting the discomfort such targeted advertising causes.
### Meta’s Response and Policy Clarification
Meta defended its practice by stating that the images did not violate any company policies. A spokesperson explained that the ads simply recommend users to visit Threads by displaying publicly shared photos that comply with Meta’s community standards and recommendation guidelines.
The company clarified that posts recommended through the Threads platform do not include content made by teenagers but acknowledged that these images were shared from adults’ accounts set to public viewing. Meta referred to such posts as “recommendation tools,” emphasizing that publicly posted content may be used for promotional purposes.
### Ethical Debate and Calls for Regulation
The incident has ignited a broader debate about the ethics of using children’s images in targeted advertising. Beeban Kidron, a prominent children’s rights campaigner, condemned Meta’s actions as “a new low even for Meta.” She called on regulators to intervene and ensure that companies cannot exploit sexualized images of children to attract unknown viewers.
This controversy underscores the urgent need for stricter guidelines and greater transparency regarding social media advertising practices, especially when minors are involved.
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**Tags:** Meta, Instagram, Facebook, Threads, targeted advertising, children’s rights, social media ethics, privacy, parental consent
https://www.newsbytesapp.com/news/science/meta-used-photos-of-schoolgirls-in-ads-targeted-at-man/story
