Parents in Outrage: Meta’s Threads Ads Use Schoolgirl Photos from Parents’ Profiles Without Consent
Imagine posting a proud back-to-school snapshot of your daughter on Instagram—only to discover Meta has repurposed it as promotional “bait” in Threads ads targeted at adult men. That’s the shocking reality unfolding in the UK, where furious parents accuse the tech giant of exploiting minors’ images to boost its social platform.
The Controversy: How Meta’s Algorithm Turned Family Photos into Ad Fodder
In a scandal breaking on September 20, 2025, Meta faces fierce backlash after Instagram users reported Threads promotions featuring back-to-school photos of girls as young as 13. These images, originally shared by parents on public profiles, were embedded in ads urging viewers to “Get Threads”—Meta’s text-based rival to X (formerly Twitter).
A 37-year-old London man, speaking anonymously, revealed he was bombarded with these ads over several days. “Exclusively daughters in school uniforms, some with names visible—no boys, no other content,” he told The Guardian. “As a father, it’s deeply inappropriate for Meta to repurpose these for adult targeting.” The ads appeared in his feed, complete with a prominent “Get Threads” button overlaying the minors’ faces.
Parents whose photos were hijacked expressed horror. One mother of a 15-year-old said, “It was just my daughter heading to school. I had no idea Instagram picked it up for promotion. It’s absolutely disgusting—she’s a minor.” Another, whose 13-year-old’s image was used, fumed: “Meta did this on purpose to generate content. Despicable—who greenlights ads using kids’ photos for older men?”
Meta’s systems pulled from adult accounts set to public viewing, excluding direct teen posts. Yet campaigners decry it as “bait,” suggesting an algorithmic skew toward sexualizing young girls.
Timeline of the Threads Ad Fiasco
- Early September 2025: Back-to-school season floods Instagram with parents’ photos of uniformed kids.
- Mid-September: Ads begin surfacing in UK users’ feeds, promoting Threads sign-ups.
- September 20: The Guardian exposes the issue; parents go public with complaints.
- Ongoing: Calls mount for Meta to explain and halt the practice.
Meta’s Defense: Public Posts and “Recommendation Tools”
A Meta spokesperson told International Business Times UK that the images came from “publicly shared accounts” and served as “recommendation tools” to drive Threads engagement. They emphasized no teen-originated content was included, aligning with platform guidelines requiring users to be 13+ and auto-privatizing under-18 accounts in the UK.
The company highlighted recent child safety expansions, like bolstering protections for parent-managed accounts featuring kids. But critics slam this as inadequate, pointing to a pattern: Meta has faced UK and EU fines for minor safety lapses and exploitative recommendations.
This isn’t isolated. A 2024 lawsuit accused Meta of running corporate ads beside content sexualizing minors, ignoring complaints from brands like Walmart. Internal docs revealed 100,000 daily child harassment incidents on its platforms.
Public Fury and Expert Backlash: “Algorithmic Bias with Dangerous Consequences”
Social media exploded with parental outrage. On Reddit’s r/news, a thread on the Guardian story amassed thousands of upvotes, users raging: “Meta’s turning family moments into creepy ad bait—ban this now.” Campaigners like UK digital safety expert Dr. Eleanor Dare warned of “algorithmic bias” in recommendations, where systems amplify risky content under engagement pressure.
Broader context? Studies show UK motherhood influencers routinely share kids’ images, blurring privacy lines. A New York Times probe detailed “mom-run” accounts monetizing minors’ photos, drawing predators. Meta’s tools allegedly promoted these to suspicious users.
UK regulators, under the Online Safety Act, are eyeing intervention. “This demands swift action—protecting kids isn’t optional,” said one MP.
Why U.S. Readers Should Care: Echoes in American Tech Accountability
While UK-centric, this hits U.S. audiences hard amid bipartisan pushes for kid-safe tech. Meta’s platforms reach 150 million American minors; similar scandals—like 2024’s FTC probes into Instagram’s teen harms—fuel demands for federal oversight.
Economically, it spotlights ad revenue risks: Brands fled Meta after exploitation claims, costing millions. Lifestyle-wise, it warns parents nationwide: Public posts can boomerang via algorithms, eroding trust in “safe” sharing. Politically, it bolsters bills like KOSA, aiming to curb exploitative designs.
For sports fans? No direct tie, but think youth athletics photos—uniformed kids vulnerable to the same repurposing.
Conclusion: Time for Meta to Thread the Needle on Ethics
Meta’s Threads promo blunder exposes a stark gap between growth ambitions and child protections. Parents’ valid fury demands transparency, consent protocols, and algorithmic audits—not excuses.
As Threads chases X’s dominance, Meta must prioritize safety over sign-ups. UK probes loom; U.S. eyes watch closely. Will this catalyze real change, or another fine? Families deserve better—demand accountability now.
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