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Instagrams Reels video feed reportedly recommends risqu footage of children as well as overtly sexual adult videos to adult users who follow children with some of the disturbing content placed next to ads from major companies.

In one instance, an ad promoting the dating app Bumble was sandwiched between a video of a person caressing a life-size latex doll and another clip of an underage girl exposing her midriff, according to the Wall Street Journal, which set up test accounts to probe Instagrams algorithm.

In other cases, Mark Zuckerberg’s Meta-owned app showed a Pizza Hut commercial next to a video of a man laying in bed with a purported 10-year-old girl, while a Walmart ad was displayed next to a video of a woman exposing her crotch.

The shocking results were revealed as Meta faces a sweeping legal challenge from dozens of states alleging the company has failed to prevent underage users from joining Instagram or to shield them from harmful content.

It also comes on the heels of dozens of blue-chirp firms pulling their advertising from Elon Musk’s X platform after their promos appeared next to posts touting Adolf Hitler and the Nazi party. The exodus is expected to reportedly cost the site formerly known as Twitter as much as $75 million in revenue this year.

Meta now faces its own advertiser revolt after some companies cited in the study suspended ads on all its platforms, which include Facebook, following Monday’s report by the Journal.

The Journal’s test accounts followed only young gymnasts, cheerleaders and other teen and preteen influencers active on the platform.

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“Thousands of followers of such young peoples accounts often include large numbers of adult men, and that many of the accounts who followed those children also had demonstrated interest in sex content related to both children and adults, the outlet found.

The Reels feed presented to test accounts became even more disturbing after the Journals reporters followed adult users who were already following children-related content.

The algorithm purportedly displayed a mix of adult pornography and child-sexualizing material, such as a video of a clothed girl caressing her torso and another of a child pantomiming a sex act.

When reached for comment, a Meta spokesperson argued the tests were a manufactured experience that does not reflect the experience of most users.

We dont want this kind of content on our platforms and brands dont want their ads to appear next to it, a Meta spokesperson said in a statement. We continue to invest aggressively to stop it – and report every quarter on the prevalence of such content, which remains very low.

Our systems are effective at reducing harmful content and weve invested billions in safety, security and brand suitability solutions, the spokesperson added. We tested Reels for nearly a year before releasing it widely – with a robust set of safety controls and measures.

Meta noted that it has approximately 40,000 employees globally dedicated to ensuring the safety and integrity of its platforms.

The company asserted that the spread of such content is relatively small, with just three to four views of posts that violate its policies per every 10,000 views on Instagram.

However, current and former Meta employees reportedly told the Journal that the tendency of the companys algorithms to present child sex content users was known internally to be a problem even before Reels was released in 2020 to compete with popular video app TikTok.

The Journal’s findings followed a June report by the publication that revealed Instagrams recommendation algorithms fueled what it described as a vast pedophile network that advertised the sale of child-sex material on the platform.

That report prompted Meta to block access to thousands of additional search terms on Instagram and to set up an internal task force to crack down on the illegal content.

Nonetheless, several major companies expressed outrage or disappointment over the companys handling of their ads including Match Group, the parent company of Tinder, which has reportedly pulled all of its ads for its major companies from Meta-owned apps.

Most companies sign deals stipulating that their ads should not appear next to sexually-charged or explicit content.

We have no desire to pay Meta to market our brands to predators or place our ads anywhere near this content, Match spokeswoman Justine Sacco said in a statement.

Bumble spokesman Robbie McKay said the dating app would never intentionally advertise adjacent to inappropriate content and has since suspended advertising on Meta platforms.

A Disney representative said the company had brought the problem to the highest levels at Meta to be addressed, while Hinge said it will push Meta to take more action.

The Canadian Center for Child Protection, a nonprofit dedicated to child safety, purportedly got similar results after conducting its own tests. The Post has reached out to the group for comment.

Time and time again, weve seen recommendation algorithms drive users to discover and then spiral inside of these online child exploitation communities, the centers executive director Lianna McDonald told the Journal.

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Entertainment

Kneecap release new single ahead of Wide Awake headline show

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Kneecap release new single ahead of Wide Awake headline show

Kneecap have released a new single ahead of their headline performance at London’s Wide Awake festival, just days after one of their members was charged with a terror offence.

The rap trio from Belfast shared a link to the song – The Recap – which opens with Sky News presenter Wilfred Frost reporting about the counter terrorism police investigation – on Instagram, linking to their WhatsApp channel.

Kneecap performing in Belfast last year. Pic: PA
Image:
Kneecap performing in Belfast last year. Pic: PA

Bandmembers Liam O hAnnaidh, Naoise O Caireallain and JJ O Dochartaigh, also thanked the 25,000 fans who had bought tickets for Friday night’s festival.

They also reference Conservative Party leader Kemi Badenoch, with whom they’ve had previous run-ins, writing: “Kemi Badenoch you might wanna sit down for this one, if you’ve any seats left.”

Last year, Kneecap won a discrimination case against the UK government in Belfast High Court after former business secretary Ms Badenoch tried to refuse them a £14,250 funding award when she was a minister.

Ms Badenoch has called for Kneecap to be banned and suggested they should be dropped from the Glastonbury Festival line-up. Some other politicians have made the same demand.

The track mocks Badenoch’s attempts to block their arts funding and the Conservative Party’s election loss. It features DJ Mozey.

It comes after O hAnnaidh, who performs under the stage name Mo Chara, was charged over the alleged display of a Hezbollah flag at a gig at the O2 Forum in Kentish Town, north London, in November last year, the Metropolitan Police said on Wednesday.

On Thursday, the band held a surprise gig at the 100 Club on Oxford Street, where O hAnnaidh could be seen in videos on social media arriving on stage with tape covering his mouth.

He then joked about being careful about what he said, adding that he wanted to thank his lawyer, saying: “I need to thank my lawyer, he’s here tonight as well.”

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Stars talk about risks of speaking out

In video footage posted to YouTube, the band led the audience in a chant of “free Mo Chara” and joked about the police presence at the venue.

Police said they attended to manage visitors to the sold-out event.

The band said on X that the central London event sold out in 90 seconds, with 2,000 people on the waiting list.

O hAnnaidh, 27, is due to appear at Westminster Magistrates’ Court on 18 June.

Formed in 2017, the group are known for their provocative lyrics in both Irish and English and proved a critical hit in the 2024 semi-fictionalised band origin story movie Kneecap, starring actor Michael Fassbender.

Their best-known tracks include Get Your Brits Out, Better Way To Live, featuring Grian Chatten from Fontaines DC, and 3Cag.

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Sports

Sources: Isles hiring Darche from T.B. as new GM

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Sources: Isles hiring Darche from T.B. as new GM

The New York Islanders have the man to make the first pick in the draft. Sources told ESPN’s Emily Kaplan that the team is hiring Lightning assistant general manager Mathieu Darche as its new GM.

Darche played parts of nine seasons in the league with five different teams.

He has worked in Tampa Bay’s front office since 2019, helping the Lightning win two Stanley Cups. This will be the 48-year-old’s first general manager job.

Darche takes over for Lou Lamoriello, who was fired this offseason after seven seasons on the job. New York didn’t make the playoffs this season and hasn’t made it past the first round since 2020-21 — when the Islanders lost in the East semifinals to the Lightning.

The Isles lucked out in the draft lottery, jumping from 10th to the first selection. This will be the first time they’ll have the top pick since taking John Tavares in 2009.

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Sports

Nill, Cheveldayoff, Zito up for GM of Year Award

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Nill, Cheveldayoff, Zito up for GM of Year Award

Jim Nill, Kevin Cheveldayoff and Bill Zito have been named finalists for the Jim Gregory General Manager of the Year Award, the NHL announced Friday.

The voting for the award was conducted between league general managers, a panel of executives and media members following the conclusion of the second round of the playoffs.

Nill, 67, has seen his Dallas Stars reach the Western Conference finals for the third straight season. He is a two-time winner of this award (2023, 2024) and five-time finalist

Cheveldayoff, 55, has spent the last 14 seasons with the Winnipeg Jets, who captured the Presidents’ Trophy this season. He also was a finalist for the GM of the Year Award in 2018.

Zito, 60, is looking to guide the Florida Panthers to their third consecutive trip to the Stanley Cup Final. He has been a finalist for the GM of the Year Award in three straight years and four of the last five.

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