A new campaign calling for accountability from Meta’s Instagram has itself been blocked, before it even launched.

The #IgnoredByInsta campaign has launched to highlight the rising number of scams, identity theft, and emotional harm caused by Instagram’s lack of human support, was blocked by outdoor advertisers despite sites being selected and costs discussed. The reason? Fear of upsetting Meta.

However, media buyers refused to display the billboards, citing concerns that they “don’t want to look like we’re supporting the message” because “Meta are a client”.

The creative campaign, created by Insiders, mirrors the aesthetic of an existing Meta advert, but instead of glamorised, aspirational visuals, they’ve flipped the mood to show the darker reality of when people are hacked and ghosted by Meta.

What began as a creative awareness push has now turned into a story of censorship and corporate fear, a scary example of how hard it is to hold Big Tech to account when the entire advertising ecosystem is reliant on their money.

Supported by victims and organisations such as Refundee, #IgnoredByInsta calls attention to how Instagram’s automated systems, fake account activity, and absence of human contact are leaving users vulnerable to financial loss, emotional distress, and repeated scams. The timing of the campaign also aligns with the BBC Scam Safe Week 2020, which helps the public stay informed in the fight against scams.

The campaign launched by an Instagram scam victim is driving public pressure through a Change.org petition (www.change.org/ignoredbyinsta), titled ‘Make Instagram (Meta) more accountable #IgnoredbyInsta,’ which details five demands for improved user security. The petition highlights the stark contrast between Instagram’s high-tech facade and the complete absence of human support when a user’s identity is stolen and their contacts are defrauded. It argues that for a platform holding so much personal data, from identities to livelihoods, an accessible, human response system during a crisis should be the baseline, not a privilege.

Jonny Stanton, an Instagram scam victim, who set up the Change.org/ignoredbyinsta commented:
“It’s extraordinary, the campaign is about how Big Tech ignores victims, and then Big Tech’s influence silences the campaign itself. I simply want to make others aware of how easy it is to be scammed yet so difficult to get a response from Instagram, when you most need one. “If raising awareness about scams is too controversial to advertise, we have a bigger problem than anyone realises. Hopefully someone at Meta will see this and takes action”

The campaign’s message is simple: it’s time for transparency, accountability, and urgent action from Meta to protect its users.