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Meta is strengthening its commitment to the Indian media agency ecosystem by leveraging emerging technologies and platforms such as Artificial Intelligence (AI), Reels, and Business Messaging to help agencies unlock new avenues for growth and future-proof their strategies.

At the recent Meta Marketing Summit – Agency Edition, held in Mumbai and Gurgaon, more than 350 senior agency professionals gathered to explore the evolving digital landscape and its implications for the future of agency-client relationships. The event emphasized Meta’s mission to empower agencies to become next-generation consultancies, capable of navigating and leading the next wave of digital disruption.

The adoption of AI and Generative AI tools is accelerating across agencies in India. These tools are streamlining creative development, enabling smarter audience targeting, and speeding up A/B testing—turning agencies into agile growth engines for the brands they represent.

“The agency ecosystem, which lies at the heart of India’s digital, brand, and advertising growth, is on the verge of a massive transformation. The evolving digital landscape—fueled by the rise of AI, short-form video formats like Reels, and Business Messaging—means that agencies of all sizes must adopt new skills to grow,” said Gaurav Jeet Singh, Director, Agency and VC Partnerships at Meta India.

He added, “Automation empowers agencies to scale more rapidly; the surge in short-form, engaging formats is reshaping the creative landscape; and messaging has revolutionized how people and brands interact. We’re working with agencies of all sizes to help them transform meaningfully and become future-ready to capture new business opportunities.”

According to Meta, one such success story is Sokrati India, which leveraged Meta’s Advantage+ Shopping Campaigns (A+SC) to drive performance across multiple accounts. Thanks to AI-powered automation and optimization, agencies are now better equipped to deliver measurable results in an increasingly competitive market.

India has emerged as the global leader in Reels creation, producing the highest volume of short-form video content each week. With the world’s largest community of Instagram creators, the market presents a unique opportunity for agencies to merge creativity with commerce.

“Reels is now a widely adopted product and a key component of the marketing strategies for nearly every brand we work with. We partnered with India Gate Basmati Rice to execute a mixed-creators strategy, working with 20+ regional creators and major celebrities to highlight its new packaging and reach a broader audience through Partnership Ads. The brand saw a 4.5-point increase in top-of-mind awareness versus the 0.9 APAC benchmark,” said Aakriti Sharma, Client Lead at Wavemaker.

This creator-driven ecosystem is prompting agencies to evolve from siloed media or creative roles into holistic brand consultants—capable of ideating, executing, and optimizing full-funnel strategies.

Messaging is quickly becoming a cornerstone of digital transformation in India. From generating leads with “Click to Message” ads to using the Conversions API for performance tracking, agencies are embracing business messaging to boost customer engagement and ROI.

“Performance media is now central to how businesses operate, with outputs increasingly tied to business outcomes. In today’s competitive environment, it’s essential for lower-funnel KPI campaigns to test, adopt, and scale emerging technologies and formats to maximize ROI,” said Iti Kaul, Head of Digital at OMD India.

Kaul continued, “Business Messaging on Meta has proven effective in delivering KPIs, such as high-quality leads at efficient costs, and has become a reliable part of our strategy for driving business results. Given WhatsApp’s widespread use across India, including in Tier-2 and Tier-3 markets, it offers a seamless platform to explore. Click-to-WhatsApp and Messenger Ads help bring engaged users from Facebook and Instagram onto WhatsApp, driving sales and other key business outcomes.”

Meta’s WhatsApp Cloud API now powers over 70,000 Indian businesses monthly—a number that continues to rise as more brands adopt conversational commerce. In response to this trend, Meta is co-developing custom solutions for agencies. A notable example is its collaboration with AdYogi to build a product performance management platform aimed at accelerating e-commerce growth through profitable catalog ads.

<a href="https://www.storyboard18.com/brand-marketing/meta-introduces-ai-powered-marketing-tools-to-help-brands-partner-with-creators-60395.htm">Read More: Meta introduces AI-powered marketing tools to help brands partner with creators</a>

<a href="https://www.storyboard18.com/brand-marketing/meta-tests-ai-generated-comment-suggestions-on-instagram-60258.htm">Read More: Meta tests AI-generated comment suggestions on Instagram</a>

Meta’s big India play: Boosting media agencies with AI, Reels, and Messaging

The Union Minister of Information and Broadcasting, speaking at an event organized by the Press Council of India, expressed concerns about fake news, algorithmic bias, artificial intelligence, and the need for fair compensation from Big Tech companies. Ashwini Vaishnaw also suggested reconsidering the ‘Safe Harbor’ provision, which shields social media intermediaries.

The recent speech by Vaishnaw has been hailed by the Digital News Publishers Association (DNPA). For last few years, digital platforms of legacy news publishers have been trying to convey to the policy makers the existential threats posed by monopolistic practices of Big Tech, particularly Google and Meta. 

They have been advocating about an urgent need for regulations to safeguard the interests of the digital news industry, which is crucial for the democratic fabric of the nation. According to DNPA, Big Tech companies have long enjoyed a dominant position in the digital media landscape, deriving substantial revenues from the content created by news publishers without adequately compensating them. 

The stakeholders have time and again reiterated that the Indian digital news platforms, which invests considerably in newsrooms and journalistic integrity, find themselves in a precarious position. The prevailing “take it or leave it” attitude dictated by these monopolistic giants leaves little room for negotiation or revenue-sharing based on transparency. With such limited leverage, many digital news outlets have no choice but to acquiesce to unfavourable terms set forth by these tech behemoths.
 
In recent years, there has been a global fightback against the antitrust practices of Big Tech, with actions taken across various countries, including Australia, Europe, the UK, Canada, and the USA. Investigations into these anti trust practices have intensified, prompting many governments to contemplate strict regulations and frameworks to ensure fair competition and accountability. Within India, the Competition Commission of India (CCI) has initiated investigations to examine these practices, although a comprehensive report is yet to be published. 

During the last 18 months , the dialogue surrounding the regulation of digital media has intensified only. Previous communications from the last Information Technology Minister indicated a need for oversight on Big Tech  within the digital media sphere. Minister Vaishnaw’s recent acknowledgment of the ramifications of allowing Big Tech to operate without accountability signals a significant resolve and openness  in acknowledging  of the threats faced by the digital news media and credible news . It lays a foundation for potential regulatory reforms to address the imbalance that has persisted for far too long. 

Legacy digital news publishers have consistently raised alarms about the proliferation of fake and unverified news, which often gains undue prominence on the search engines controlled by these tech giants. These platforms' complicated algorithms have enabled sensationalist and misleading narratives to overshadow credible journalism, posing a serious threat to both the nation’s social fabric and its democracy. The fact that unverified information can garner more visibility than factual reporting is reaching alarming proportions. 

According to DNPA, the emergence of AI-powered tools like ChatGPT and Gemini have introduced an entirely new dimension to the media landscape. These interactive platforms serve as surrogate news sources, disseminating information often rooted in Western perceptions of Indian reality. Such representations may not reflect the true essence of Indian narratives, but rather filter content through a lens that can distort or misrepresent critical socio-political contexts.

The proliferation of AI-generated content raises questions about the implications of foreign narratives on domestic discourse, and subverts the rationale of FDI regulations in news media sector that are designed to protect Indian media interests. This is a dangerous development that could further erode the information ecosystem, undermining local narratives and interests.  

Digital news media platforms are now looking towards the government to take decisive action – to craft regulations and enforceable guidelines that ensure fair revenue sharing with news publishers while simultaneously shielding them from the disruptive challenges posed by AI driven platforms. 

The current moment presents a critical opportunity for the Indian government to align policy with the evolving digital landscape. It is imperative to ensure that legacy news publishers are not only compensated fairly for their contributions but are also equipped with the tools to confront and adapt to new technological challenges.  

Moreover, establishing regulations to govern AI technologies used in news dissemination could create a balanced ecosystem where both innovation and journalistic integrity coexist. By prioritizing transparency, accountability, and support for local digital news media, the government can play a transformative role in securing the future of digital news in India. 

"Minister Vaishnav’s recent remarks signal a pivotal moment in recognizing the existential threats posed by Big Tech to digital news media in India. As the dialogue progresses, it is vital for the government to act promptly and decisively to implement measures that protect the interests of Indian news publishers," said Sujata Gupta, Secretary General, DNPA. 

"Such initiatives will not only ensure the sustainability of credible journalism but also fortify the very bedrock of democracy by fostering an informed and engaged populace. The call for regulatory frameworks and fair revenue-sharing arrangements is not just an appeal for survival; it is a clarion call to uphold the principles of equity, transparency, and fundamental fairness in the evolving media landscape," said Gupta. 


DNPA hails I&B Minister Ashwini Vaishnaw's stand on Big Tech platforms in India

The Union Minister of Information and Broadcasting, speaking at an event organized by the Press Council of India, expressed concerns about fake news, algorithmic bias, artificial intelligence, and the need for fair compensation from Big Tech companies. Ashwini Vaishnaw also suggested reconsidering the ‘Safe Harbor’ provision, which shields social media intermediaries.

Vaishnaw highlighted that platforms fail to verify the accuracy of the information shared online, leading to a flood of “false and misleading information.” He urged online platforms and Big Tech to take a more active role in combating misinformation and safeguarding democracy.

“The rapid spread of fake news is a big threat not only to the media because it undermines trust but it’s also a big threat to democracy,” he said.

Vaishnaw proposed re-evaluating the ‘Safe Harbor’ provision, which shields social media companies like Meta, X, and Telegram from being held liable for user-generated content. He argued that the provision, designed in the 1990s, may be outdated considering the vast influence of digital platforms today.

“With our diverse society, we have to be extra careful. Our country has many sensitivities which do not exist in the countries where these platforms originate. Therefore, if the circumstances are different, shouldn’t there be different metrics for the platforms? Shouldn’t there be more responsibility on the platforms?” he questioned.

Currently, Section 79 of the Information Technology Act, 2000, grants big tech platforms immunity from legal action over user-posted content. Removing or modifying the ‘Safe Harbor’ clause would hold these platforms directly accountable for such content, eliminating their legal protection.

Vaishnaw cautioned that the algorithms used by digital platforms often prioritize engagement by promoting sensational or divisive content. This trend, he claimed, poses significant risks to society and requires solutions that balance engagement with ethical practices.

“In a country as diverse as India, misinformation and such algorithmic bias can have serious social consequences, as we’ve witnessed in several instances. This approach, in my opinion, is irresponsible and dangerous for our society,” he stated.

As news consumption increasingly shifts to digital platforms, traditional media outlets are facing financial challenges, Vaishnaw noted. He called for fair compensation to bridge the economic gap between traditional and digital media.

“The efforts made by conventional media in creating content need to be fairly and suitably compensated,” he said.

On the topic of artificial intelligence, Vaishnaw raised concerns about its ethical and economic impacts, particularly regarding AI-generated content.

“AI models today can generate creative content based on vast datasets they are trained on. But what happens to the rights and recognition of the original creators who contributed to that data? Are they being compensated or acknowledged for their work? This is not just an economic issue; it is an ethical one too,” he remarked.

He urged all stakeholders to set aside political differences and engage in open discussions and collaborative efforts to address these pressing challenges.

'Need to revisit 'Safe Harbor' provision for Big Tech firms', says I&B Minister

Meta is likely to face new lawsuits by US states, this time being accused of fueling mental health problems among teens due to Facebook and Instagram addition. A federal judge in California allowed the states to sue Meta for social media addiction among teens. 

Oakland-based U.S. District Judge Yvonne Gonzalez Rogers rejected Meta's submission to dismiss the claims made by the states in two separate lawsuits filed last year, one involving more than 30 states including California, New York and Florida.

The judge also rejected motions by Meta, ByteDance's TikTok, Google parent Alphabet's YouTube and Snap's SnapChat to dismiss related personal injury lawsuits by individual plaintiffs. The other companies are not defendants to the states' lawsuits.

The ruling clears the way for states and other plaintiffs to seek more evidence and potentially go to trial. It is not a final ruling on the merits of their cases.

"Meta needs to be held accountable for the very real harm it has inflicted on children here in California and across the country," California Attorney General Rob Bonta said in a statement.

Lawyers for the personal injury plaintiffs in a joint statement called the ruling “a significant victory for young people nationwide who have been negatively impacted by addictive and harmful social media platforms.”

A Meta spokesperson says that the company disagreed with the ruling overall and that it had "developed numerous tools to support parents and teens," including new "Teen Accounts" on Instagram with added protections.

A Google spokesperson called the allegations "simply not true" and said, “providing young people with a safer, healthier experience has always been core to our work.”

Hundreds of lawsuits have been filed by various plaintiffs accusing the social media companies of designing addictive algorithms that lead to anxiety, depression and body-image issues among adolescents, and failing to warn of their risks.

Meta to face lawsuit for social media addiction among teens

The Federal Trade Commission (FTC), in their study, has claimed that nine companies, including Meta, YouTube, and TikTok, engaged in extensive surveillance of consumers, including minors, collecting and sharing more personal information than most users realised.

The report states that the sites, which mostly offer free services, profited from the data by using it for advertising that targets specific users based on demographics. The companies also failed to adequately protect users, especially children and teenagers.

The FTC said it began its study nearly four years ago to provide the first comprehensive look into the opaque business practices of some of the biggest online platforms that have built multibillion-dollar advertising businesses using consumer data. “Surveillance practices can endanger people’s privacy, threaten their freedoms, and expose them to a host of harms, from identity theft to stalking,” said Lina Kahn, the FTC’s chair, in a statement.

Efforts by the companies to regulate themselves have also failed, the FTC concluded in its report. “Self-regulation has been a failure,” it added.

According to a New York Times report, Google, which owns YouTube, stated, “We have the strictest privacy policy in our industry. We never sell people’s personal information, and we don’t use sensitive information to serve ads,” said José Castañeda, a spokesman for Google. He added, “We prohibit ad personalisation for users under 18, and we don’t personalise ads to anyone watching ‘made for kid content’ on YouTube.”

In December 2020, the agency opened its inquiry into the nine companies that operate 13 platforms. The FTC requested data from each company for operations between 2019 and 2020 and then studied how the companies had collected, used, and retained that data.

The FTC found that the companies voraciously consumed data about users and often purchased information about people who weren’t users through data brokers. They also gathered information from accounts linked to other services.

Most of the companies collected users' age, gender, and the language they spoke. Many platforms also obtained information on education, income, and marital status. The companies didn’t provide users with easy ways to opt out of data collection and often retained sensitive information for much longer than consumers would expect, the agency said.

The companies used data to create profiles of users, often merging the information they gathered with details about habits collected on other sites, to serve targeted advertisements.

The agency also found that many sites claimed they restricted access to users under the age of 13, yet many children remained on the platforms. Teenagers were also treated like adults on many of the apps, subjecting them to the same data collection as adults. Many of the companies couldn’t tell the FTC how much data they were collecting, according to the study.

'Meta, YouTube and TikTok engaged in vast surveillance', says FTC

In an advisory issued on September 3, the Ministry of Electronics and Information Technology (MeitY) urged all intermediaries to promptly and proactively remove fake content, following a Bombay High Court directive. 

The HC required Meta, the parent company of Facebook, Instagram, and WhatsApp, and Telegram to delete all false information, including altered videos and profiles related to the National Stock Exchange (NSE), within 10 hours of receiving a complaint.

"The Ministry of Electronics and Information Technology wishes to remind intermediaries of their duty to swiftly remove any prohibited material at the earliest opportunity. Intermediaries are advised to complete the takedown process, where necessary, as proactively as possible without waiting for the time limits set in the Rules, which serve only as an upper threshold.”

The advisory referred to the Information Technology Act and the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021. Under the IT Act, IT Rules 2021, and the 2015 Supreme Court ruling in the Shreya Singhal case, intermediaries are required to take down "unlawful information" within 36 hours of receiving "actual knowledge," either via a court order or a notice from the "Appropriate Government".

In July this year, India’s National Stock Exchange (NSE) warned investors about deepfake videos falsely featuring its CEO, Ashishkumar Chauhan, in some investment and stock advisory videos. 

Recently, the Mumbai police filed a case against the Maharashtra Youth Congress’ social media account and 16 others for allegedly sharing a deepfake video of Union Home Minister Amit Shah. Multiple well-known personalities, including Barack Obama, Nancy Pelosi, Elon Musk, Ukrainian President Volodymyr Zelenskyy, Tom Cruise, Scarlett Johansson, and Emma Watson, have also fallen victim to deepfake videos on the internet. Similar such cases have been reported widely across the country.


MeitY issues advisory to intermediaries, urges to remove fake content swiftly

The Australian Parliament on Wednesday grilled two top executives of Meta from Facebook and Instagram. The executives were summoned by the parliament for a hearing involving ongoing probe of news practices on the social media networks. 

According to The Australian, Antigone Davis, Meta’s global head of safety at Meta, and Mia Garlick, a regional director of policy for Australia, were summoned back to parliament after attending a hearing in June.

Their appearance follows a June hearing where Garlick avoided confirming whether Facebook would ban news in Australia, stating, “all options are on the table.” This comes after Meta announced it would not renew deals under the News Media Bargaining Code, which requires the company to pay publishers for news content on the platform.
 
According to reports by The Australian newspaper, Sharon Claydon, the new chair of the social media committee, said she intends to probe Meta on the claims made during the previous hearing.

“Australians are increasingly concerned about the influence and impact of social media on so many areas of our society, including our mental health, wellbeing, safety, and social cohesion,” said the Labour MP. Claydon also expressed interest in clarifying Meta's decision to halt its agreements with Australian news outlets.

This follows Meta's announcement in June 2024 that it is considering blocking news content in Australia if the government forces the platform to pay licensing fees. Meta has previously struck deals with major Australian media outlets, including News Corp and the Australian Broadcasting Corporation, but has indicated it will not renew these arrangements beyond 2024.

Publishers say such a move would be “catastrophic”. One claimed it would lose 52 percent of its income if the ban went ahead.

According to media reports, Garlick said, “We haven’t had any indication about which way things are progressing and so there’s nothing further to update.” She also confirmed that Meta chief executive Mark Zuckerberg had not yet met with anyone from the Australian government.

Garlick and Davis were also questioned over child safety on the company’s apps. Davis said the country should enforce laws that require parents to approve downloading of the Facebook and Instagram apps by children under 16 in their care.

Davis’ answer did not impress Member of Parliament Zoe Daniels, who said Meta was “shirking responsibility.”

“So you will support some level of age assurance or age verification, as long as you don’t have to do it yourselves,” she added.

Australian Parliament grills top Meta executives over digital news policy

As state governments in India increasingly rely on the popularity of influencers, a key question arises: Will these state governments reduce their spending on traditional media platforms in favor of targeting younger audiences on digital platforms like Meta and Google? Experts believe that the state governments will reduce its Print budget and allocate it to influencer marketing. 

Recently, the Karnataka state government introduced the Karnataka Digital Advertising Guidelines-2024, which allows digital media entities, including social media influencers, to receive government advertisements. Similarly, the Uttar Pradesh Government announced the Social Media Policy 2024, enabling social media influencers to earn up to Rs 8 lakh per month by promoting state government schemes.

Experts believe that the funds allocated to these schemes and policies will impact the state governments' spending on traditional media. Anup Sharma, a PR & Strategic Communications Consultant, stated, "Various reports and trends show that Generation Z and millennials are gravitating towards social, user-generated video content because it's free, convenient, and they can endlessly scroll through content that is algorithmically targeted to their interests."

Sharma further noted, "This highlights the effectiveness of social media algorithms and the influence of content creators and influencers. Like businesses, the government has also recognized this trend and is increasingly using social media to engage with citizens, share information, and deliver services more quickly and effectively."

Elaborating further, Sharma added, "This will lead to a shift in advertising budgets, with content creators and influencers taking a significant share from print media, such as newspapers and magazines. TV will continue to hold a larger share due to higher rates, followed closely by print and social media. While the budget allocation may be small now, it wouldn't be surprising to see advertising on content creator- and influencer-led social media platforms increasing at a faster rate than on other platforms."

The Union government spent Rs 967.46 crore through the Central Bureau of Communication on awareness/publicity campaigns about Indian government schemes and programs through print media from 2019-20 to 2023-24 (as of 12.12.2023). TV still receives 60 percent of the budget, followed by print and outdoor media.

Shudeep Majumdar, Co-founder and CEO of Zefmo, commented, "Regarding the potential decrease in spending on traditional media due to state governments investing in influencers, it's plausible to anticipate some shift in budget allocation. As digital platforms increasingly become the primary source of information and entertainment for a large segment of the population, especially among younger demographics, governments are recognizing the value of leveraging these channels for broader reach and engagement."

Majumdar also mentioned, "The impact on traditional media sectors like print and television will likely vary. Television may experience a lesser impact compared to print, given that it still captures a significant share of advertising spend and audience engagement, especially in contexts like live sports, local news, and entertainment. Print media, however, might face greater challenges as it has been on a declining trend with respect to advertising revenue and circulation, exacerbated by the digital shift."

Discussing the paradigm shift, Majumdar said, "From an agency perspective, the increasing government investment in the influencer marketing sector opens up a myriad of new opportunities while also introducing challenges and potential shifts in both operational and ethical paradigms that influencers and their partners must navigate."

Speaking about the impact of these policies on the influencer ecosystem in the country, Rohit Agarwal, Founder and Director of Alpha Zegus, stated, "While the opportunity offered by state governments is very lucrative, influencers will have to navigate the social dilemma of balancing content freedom with monetary gain. They will also need to consider that if they are asked to endorse a particular political party, they will need to align their morals and beliefs with that party."

According to Google's transparency report for the period between October 3 and November 1, total spending on political advertising amounted to Rs 69,15,500. The Bharatiya Janata Party (BJP) led the chart with an expenditure of Rs 33,60,000. Other notable contributors included the Directorate of Public Relations, Madhya Pradesh at Rs 5,04,000; the Department of Information and Public Relations (DIPR) at Rs 2,30,000; Indian Pac Consulting Private Limited at Rs 2,19,000; and the Indian National Congress at Rs 1,39,000.

According to Meta’s ad library report, the BJP and its known affiliates spent Rs 2.5 crore on political ads in Maharashtra, a figure higher than in Uttar Pradesh.

Influencers likely to take a pie from State governments’ traditional media budget

Lately, one-second reels and content around sports, especially cricket on Meta's social media platforms have been gaining significant traction, with many creators adopting these trends. On Thursday, Meta launched its Creator Lab in India, an educational content series featuring popular Instagram creators from India. The series will be available in English and Hindi, with captions in five additional languages.

In addition, Instagram has introduced new features such as comments in stories, birthday notes, and cutouts in DMs. Paras Sharma, Director of Global Partnerships for India at Meta, spoke to Storyboard18 about content trends in India. He also discussed how the Gen Z audience is adapting to newer trends like one-second reels and sports content on the platform.

Talking about trends on Instagram, Sharma said, “I think there are a couple of ways to look at it. There are momentary trends that are very specific in nature, and then there are longer-term behavioral changes in content creation and user engagement. We are also noticing experimental content on the platform, which is largely created and consumed by Gen Z creators and audiences.”

He added, “We mainly pick up signals from Gen Zs because they are the biggest experimenters. They are the fastest to adopt something new and also the quickest to pivot to something else depending on technological changes.”

When asked about Meta’s investment in sports properties, Sharma said, “There are two aspects: global events and India-specific events. For example, the ICC has its cricket calendar for India, so these events aren't hosted by Meta. Similarly, a movie release is part of the broader ecosystem.”

Sharma said, “So, if there's a cricket tournament that's part of the Indian cricket calendar, like the Indian Premier League, there are different stakeholders involved, including our partners, whether it's a broadcaster like Star Sports or other networks. Likewise, we work closely with teams or franchises like Mumbai Indians and Chennai Super Kings. We also engage with former cricketers, athletes, and commentators on an ongoing basis during these tournaments, creating meaningful collaboration opportunities for creators, something we have been doing for years.”

During these events, we bring creators on board to produce content, demonstrating our continued investment and commitment to events on the calendar. He added.

When asked if content related to cricket is increasing on Meta platforms, Sharma said, “Cricket is the largest sport in India. Internationally, we work closely with the ICC, and in India, we collaborate with the BCCI and broadcasters like JioCinema and Hotstar.”

Expanding on sports content on Meta platforms, Sharma said, “When we look at our own study on Gen Z and sports fandom in India, cricket is the biggest, followed by badminton, even before the Olympics. We are also seeing highly passionate communities for football and Formula 1.”

When asked if the duration of content creation on Meta platforms has decreased, Sharma said, “There’s a format trend right now, and one-second content is part of that trend. But the real cause behind it is the behavior of the audience. There is a need to reduce the pressure of content creation. Creators don’t want to spend too much time and prefer to show their real selves, making their content more conversational on Instagram.”

Sharma explained, “This is about everyday creativity that isn't polished but is instead a quick reflection of this generation's desire to create a conversational, quirky piece—whether it's an audio clip, a physical movement, or a visual element.”

He further noted, “We're seeing more and more creators emerging from tier two and tier three towns, and that trend is here to stay. This is a moment-in-time trend, using Meta-AI, and India is the largest country for the use of Meta-AI. The reason why this one-second reel format is gaining traction on Instagram is that a huge number of people are engaging with it, and we have seen some amazing content come out of it.”

Cricket content, one-sec reels booming on our platforms in India: Meta


EU regulators launched an investigation on April 30th to see if Meta violated the Digital Services Act (DSA).

In a press statement, Commission President Ursula von der Leyen said: "This Commission has created means to protect European citizens from targeted disinformation and manipulation by third countries. If we suspect a violation of the rules, we act. This is true at all times, but especially in times of democratic elections. Big digital platforms must live up to their obligations to put enough resources into this and today's decision shows that we are serious about compliance.”


The alleged violations involve Meta's policies and practices regarding deceptive advertising and political content across its services. Additionally, there are concerns about the lack of an efficient third-party real-time civic discourse and election-monitoring tool prior to the European Parliament elections. This arises as Meta deprecated its real-time public insights tool, CrowdTangle, without a suitable alternative.


As per the press release, the Commission further suspects that the mechanism for flagging illegal content on the services (“Notice-and-Action”) as well as the user redress and internal complaint-mechanisms are not compliant with the requirements of the Digital Services Act and that there are shortcomings in Meta's provision of access to publicly available data to researchers. 


The initiation of proceedings stems from an initial review of the risk assessment report provided by Meta in September 2023, Meta's responses to the Commission's official Requests for Information (regarding illegal content and disinformation, data access, subscription for ad-free policy, and generative AI), publicly accessible reports, and the Commission's independent analysis.



The proceedings will focus on deceptive advertisements and disinformation, visibility of political content, the non-availability of an effective third-party real-time civic discourse and election-monitoring tool ahead of the upcoming elections to the European Parliament and other elections in various Member States and the mechanism to flag illegal content.


META