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Meta Faces Backlash Over AI Images From Public Instagram Photos

Newsroom brief

Meta is facing criticism after BBC reported that Muse Image can generate AI pictures using public Instagram profile photos for US users. Meta said public-account holders can opt out, while campaigners warned that the setting is separate from normal account privacy controls.

Verified against source materialEdited by SendTech Times Capital & Policy Desk
Meta Faces Backlash Over AI Images From Public Instagram Photos
Image source: BBC source image

Meta Muse Image Uses Public Instagram Profile Photos

Meta is facing criticism over Muse Image, an AI image tool that BBC reported can generate pictures using public Instagram profile photos for US users.

Meta says public-account holders can opt out, but campaigners and privacy groups criticised the separate setting needed to stop reuse.

The tool is available through the Meta AI app and web browser, and through WhatsApp and Instagram Stories in the US.

BBC described Muse Image as a text-to-image product that can create pictures from a short written prompt.

Donald Campbell, advocacy director at Foxglove, told BBC the feature was an "obvious recipe for disaster" after recent harms from non-consensual AI-altered images on social platforms.

Privacy International also criticised the feature, saying technology companies were treating people's images and data as raw material.

Public Instagram Accounts Need A Separate Opt-Out

Meta said a dedicated setting lets users block reuse of their public posts and reels for Instagram and AI features.

The setting is separate from normal account privacy controls and appears under Instagram's "Sharing and Reuse" menu.

BBC reported that private Instagram accounts are already unable to be shared through that setting.

For public accounts, users must disable the Instagram reuse option for posts and reels.

Meta said its terms allowed people to use others' content to generate images.

The company also said users can report an image if they believe it was generated from their image or likeness.

Ofcom Is Already Reviewing Non-Consensual AI Image Harm

The criticism arrives while Ofcom is reviewing X over Grok-related non-consensual AI images involving real people.

The regulator's review gives the Meta feature a platform-governance context, but BBC did not report that Ofcom had opened a separate investigation into Muse Image.

BBC also cited user concern on X about real users being pulled into generated photos without explicit consent.

Meta's stated control is an opt-out mechanism rather than an upfront approval step for public-account content.

Meta Has Not Named A Rollout Date Outside The US

Meta has not disclosed a rollout date outside the US, a default opt-in change, a specific audit process for likeness complaints or a public metric showing how often image reports are upheld.

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