San Francisco city attorney David Chiu has sent Meta a cease-and-desist letter ordering the company to stop allowing paid advertisements that feature AI-generated child sexual abuse material.
The order follows a report from WIRED that Meta displayed more than 350 ads in recent months. These ads converted still images of minors into short video clips depicting sexual acts. Some of the source images were confirmed to be real people, including a member of a European royal family. Clicking the ads directed users to download applications capable of digitally undressing individuals or creating nonconsensual intimate imagery.
Researchers at the Tech Transparency Project (TTP) identified the campaigns. The ads appeared on Facebook, Instagram, and Threads. They reached over 29,000 accounts across the European Union, the US, Australia, and India. WIRED first reported on a batch of 53 ads in early August. More than 250 additional ads appeared on Meta’s platforms after that initial disclosure.
“Meta has failed to address a known issue of AI-generated child sexually explicit ads, while profiting from them,” Chiu wrote in a statement to WIRED. “These ads are deeply disturbing and cause harm to real children. Meta claims to have zero tolerance for child exploitation, yet the scale and persistence of these issues suggest current efforts are woefully inadequate. This is unacceptable, and Meta must do better.”
The letter challenges Meta’s assertion that all advertisements are reviewed and approved before distribution. It demands that the company’s legal, child-safety, and advertising staff hold prompt discussions with the city office. Chiu noted that the findings do not appear to reflect an isolated failure that was corrected when first alerted.
Meta stated there is no indication the ads displayed in San Francisco, claiming the matter is outside the city attorney’s jurisdiction. The company’s ad library includes some data on US ads but does not break down locations within the country.
A spokesperson for the City Attorney’s Office, Alex Barrett-Shorter, rejected this argument. Because San Francisco consumers can access the unlawful ads through Meta online spaces, the issue remains the city’s business. “Meta appears less concerned about whether they’re guilty of exploiting children than whether San Francisco should say anything about it,” Barrett-Shorter said. “Meta has bigger problems to solve here than determining our jurisdiction.”
Meta previously told WIRED that many of the ads identified by TTP researchers had already been removed before reporting. All have now been removed for violating policies. Most generated fewer than 200 impressions. A Meta spokesperson said the total ad spend for the 300-plus ads found was under $5,000. The company stated it does not tolerate nudify apps or any kind of child exploitation, whether real or AI-generated.
The letter demands Meta explain how the ads avoided moderation systems and how the company escalates and reports them to the National Center for Missing and Exploited Children (NCMEC). It also asks for details on how the company addresses advertisers behind the content and repeat offenders.
The findings suggest broader systemic problems with how Meta detects potential child sexual abuse in advertising. Chiu noted significant legal questions arise for the company. His office aims to ensure Meta puts systems in place that prevent children from being sexually exploited through advertisements Meta is paid to distribute. Chiu requested a response within 28 days.
TTP researchers found that in some cases Meta did not respond to reports about abusive ads for more than a week. During that time, hundreds more people saw the content. When some ads were removed, they were initially not marked as containing child sexual abuse content, according to a WIRED review of Meta’s ad library.
Meta’s community standards and advertising policies prohibit child sexual exploitation, abuse, nudity, adult exploitation, and adult nudity. The company also bans the promotion of nudify apps. Automated and manual reviews check all advertisements against these policies. Meta has previously removed hundreds of thousands of ads for nudify apps.
Despite taking action against nudify apps, including suing a Hong Kong-based company linked to one platform, researchers continue to find thousands of ads directing people to harmful apps. During WIRED’s reporting, the publication identified hundreds of “nudification” ads currently running across Meta’s platforms.
Katie Paul, director of TTP, said Meta is not effectively addressing the issue. Ads containing child sexual abuse were still appearing on the platform as of Wednesday. “Meta has claimed it takes a hard stance against child sexual abuse material, but since TTP’s September 8 report published, more brand-new ads have run featuring some of the same children TTP sent to Meta,” Paul said. The organisation has reported the ads to Meta and the NCMEC. Meta did not immediately respond to WIRED’s question about new ads still appearing.
“The findings are clear,” Paul added. “Meta is not effectively addressing this issue.”
What it means
For the people making things, this is a direct threat to safety and reputation. Advertisers must expect stricter scrutiny on creative assets before they go live. Brands promoting tools that alter appearance face immediate risk. Users should be more cautious about clicking on unexpected video content, as these links often lead to harmful applications.
