Meta sues maker of explicit deepfake app for dodging its rules to advertise AI ‘nudifying’ tech

Meta is taking a significant stand against the proliferation of explicit deepfake technology by filing a lawsuit against Joy Timeline HK Limited, the Hong Kong-based developer of CrushAI, an app known for generating sexually explicit deepfakes. The social media giant alleges that the app has repeatedly managed to evade Meta’s advertising rules, allowing it to promote its controversial services across Meta’s platforms.

The lawsuit reflects a broader initiative by Meta to combat what are known as “nudifying” apps, which allow users to create nude or sexualized images using photographs of individuals without their consent. This alarming trend has been exacerbated by the rapid advances in artificial intelligence, making it increasingly easy for users to produce and share such images.

According to Meta’s complaint, the makers of CrushAI utilized a network of 170 accounts across Facebook and Instagram to run over 87,000 advertisements in direct violation of the company’s policies. Each of these capsulated more than 55 active users overseeing more than 135 Facebook pages, primarily targeting audiences in the United States, Canada, Australia, Germany, and the United Kingdom.

Among the concerning content shared through these ads were sexualized images generated by AI, often tagged with sensationalized captions such as “upload a photo to strip for a minute” and “erase any clothes on girls.” This kind of targeting has attracted the scrutiny of lawmakers, media, and advocates for online safety.

The urgency of this issue is highlighted by incidents involving well-known figures, including celebrities and even minors, who have been victimized by deepfakes. Recent legislation, such as the Take It Down Act, criminalizes the distribution of non-consensual explicit deepfakes while obligating technology platforms to act promptly in removing such content. However, despite the existence of such laws, reports suggest that nudifying apps have still been able to thrive on Meta’s platforms.

Investigative reports revealed that CrushAI had garnered a significant portion of its user traffic from Meta’s platforms, with a staggering 90% of its engagement stemming from ads on Instagram and Facebook. Despite Meta’s stated prohibition against adult nudity and sexual content, numerous ads violating these principles appeared prominently on its sites.

In response to mounting pressure, including inquiries from lawmakers like Senator Dick Durbin, who raised concerns about how Meta allowed this to transpire, the company has taken further action. Meta recently reported that it has removed numerous ads, shut down responsible pages, and blocked URLs associated with these apps as part of its commitment to creating a safer online environment.

Despite their efforts, Meta’s challenge in enforcing its advertising rules is evident. The company’s lawsuit claims significant financial losses, estimating about $289,000 in costs related to investigating these breaches and dealing with regulatory responses.

To bolster their ad review process, Meta has developed new technology designed to identify problematic advertisements — those that do not display nude content yet still promote nudifying capabilities. By working with external specialists, Meta aims to enhance its automated content moderation systems, fine-tuning them to detect language and emojis typically associated with nudifying ads.

It is acknowledged that the battle against these apps will be complex, as developers continuously adapt their advertising strategies to avoid detection. Many utilize non-offensive visuals to bypass the stringent nudity inspections that Meta has implemented, posing ongoing challenges for content moderators.

In alignment with its renewed efforts, Meta has begun sharing critical information regarding nudifying apps with other tech giants via a collaborative initiative known as Lantern. This program aims to pool resources among various tech platforms to combat issues of child sexual exploitation and to enhance overall online safety.

The recent escalation of Meta’s crackdown on deepfake apps has been coordinated with a re-evaluation of its automated removal systems. Earlier this year, the company announced a pivot to focusing primarily on the most severe violations, including those related to terrorism and child exploitation, while relegating other types of content to user reporting mechanisms. This shift has drawn criticism from experts who advocate for more active interventions against inappropriate content.

As Meta navigates these turbulent waters, the implications of this lawsuit resonate beyond its immediate effects. The clash between technological advancement and ethical considerations is at the forefront of discussions surrounding online safety. With its campaign against deepfake technology and the validation of legal measures to protect individuals from non-consensual exploitation, Meta is confronting broader societal concerns. More than ever, public awareness and strategic actions will be crucial in tackling the complex challenges posed by the misuse of artificial intelligence in digital spaces.

Thus, the progression of this case and its aftermath will continue to shape the future of digital content, reminding us of the balance required between innovation and ethical responsibility. As these events unfold, one thing is clear: the implications extend well beyond a single app or platform; they prompt vital conversations about consent, image rights, and the need for accountability in the digital age.

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