A creative billboard campaign aimed at raising awareness about the increasing incidents of scams and identity theft on Instagram has faced pushback from media buyers who are concerned about offending Meta, the platform’s parent company.
Advertisers declined to display the billboards, expressing a desire not to appear as if they support the campaign since Meta is a client. The campaign, designed by Insiders, mimics the aesthetic of an existing Meta advertisement; however, it contrasts glamorous visuals with a stark depiction of the negative effects of hacking and ghosting experienced by users.
Insiders view this censorship as a troubling example of the challenges in holding Big Tech accountable when the advertising ecosystem heavily relies on their financial support. Supported by victims and organizations such as Refundee, the campaign under the hashtag #IgnoredByInsta seeks to shed light on how Instagram’s automated systems, fake accounts, and lack of human assistance leave users exposed to financial crimes and emotional distress. It coincides with the BBC’s Scam Safe Week 2020, a campaign aimed at educating the public about scams.
Launched by an Instagram scam victim, this initiative also features a Change.org petition titled “Make Instagram (Meta) more accountable #IgnoredbyInsta,” which outlines five crucial demands for enhanced user security. The petition emphasizes the disparity between Instagram’s sophisticated technology and the notable absence of human support when users face identity theft and fraud. It argues that for a platform handling sensitive personal data, a swift human response during crises should be standard practice.
Jonny Stanton, the victim who initiated the Change.org petition, remarked, “It’s remarkable that while this campaign shines a light on how Big Tech neglects victims, the influence of Big Tech is stifling the campaign itself. My aim is to raise awareness about how easily one can fall victim to scams and the difficulty in obtaining a response from Instagram when needed most.”
By endorsing the petition, supporters advocate for Meta to establish immediate account freezing mechanisms, provide rapid human support during security breaches, and improve transparency regarding the volume of incidents. The petition highlights that the existing system fails to align with the UK’s Online Safety Act, which mandates a legal obligation for platforms to protect users from harm. The ultimate goal is to compel the multi-billion-dollar corporation to address identity theft as a serious crime rather than a mere administrative issue.
Stu McFadden, co-founder of Refundee, added, “Every day, more individuals are scammed or impersonated, often starting from social media. Victims report issues through official channels but receive no assistance. Instagram’s inaction has tangible consequences for real people.”