Instagram Chief Dismisses Claims of Eavesdropping for Ad Targeting

The persistent rumour that Instagram listens to users’ conversations to serve targeted adverts has been firmly denied by the head of the photo-sharing app. Adam Mosseri, the chief of Instagram, addressed the myth that the company uses smartphone microphones to eavesdrop for commercial gain, stating this practice would represent a “gross violation of privacy”.

Speculation has long surrounded Meta’s social media platforms, with users convinced that discussing products aloud leads to an onslaught of related digital adverts. Mosseri moved to “set the record straight”, confirming, “We do not listen to you. We do not use the phone’s microphone to eavesdrop on you.”

Mosseri explained that a variety of factors influence the adverts that appear during a user’s Instagram session. Algorithms consider online searches, past advert interactions, and browsing behaviour not just on Instagram but across Meta’s advertising networks. Adverts might even appear because a friend or connection has shown an interest in a similar product, reflecting the interconnected nature of digital advertising.

On occasion, users may unconsciously see and internalise an advert before mentioning the product in real conversation, giving the impression that speech was the trigger. Coincidence also plays a role, Mosseri said, as the platform serves hundreds of millions of adverts daily, making sporadic overlaps between conversations and product promotions statistically inevitable.

Meta has begun using conversations with its artificial intelligence chatbots to refine advert targeting, signalling the next evolution in digital advertising. This approach currently excludes users in Europe and the UK, where privacy regulations are more stringent. For those seeking an ad-free experience, a subscription option is now available, allowing users to avoid personalised adverts for a monthly fee of £3.99 on Facebook and Instagram.

As Meta continues to innovate in digital advertising, the company remains under scrutiny to reassure users about privacy and the boundaries of targeted marketing on its platforms.