Meta is taking strong action against “nudify” apps that leverage AI to generate nonconsensual nude and explicit images, often targeting celebrities and influencers. The company has filed a lawsuit against one prolific app maker and is implementing new measures to prevent similar services from advertising on its platforms.
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This crackdown follows months of warnings from researchers and journalists. A recent CBS News report identified “hundreds” of ads on Meta’s platforms promoting apps designed to “remove clothing” from images. Crush AI, an app developed by Hong Kong-based Joy Timeline HK Limited, was singled out as a frequent advertiser, having run over 8,000 ads on Facebook and Instagram since last fall, as reported by Cornell Tech researcher Alexios Mantzarlis in January.
Meta announced its lawsuit against Joy Timeline HK Limited in a blog post, stating the legal action follows “multiple attempts by Joy Timeline HK Limited to circumvent Meta’s ad review process and continue placing these ads, after they were repeatedly removed for breaking our rules.” Joy Timeline HK Limited has not yet commented on the lawsuit.
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In addition to legal action, Meta is deploying new technology to prevent such apps from advertising on its platforms. This includes systems specifically designed to identify these types of ads, even when they don’t explicitly show nudity, and matching technology to quickly find and remove copycat ads. Meta has also collaborated with external experts and internal teams to expand the list of safety-related terms, phrases, and emojis that its systems are trained to detect in these advertisements. The social media giant plans to work with other tech platforms, including app store owners, to share information about entities that misuse their platforms.
Meta’s advertising platform has also faced issues with shady advertisers using AI-manipulated videos of public figures to promote scams. The company’s independent Oversight Board recently criticized Meta for insufficient enforcement of its rules against such deepfake-related scam ads.
