A public-awareness campaign urging Instagram to take responsibility for rising account hacks, scams and user vulnerability was stopped before it ever reached the public. The #IgnoredByInsta campaign, developed by London agency Insiders, was rejected by outdoor media buyers who admitted the reason plainly: Meta is a client, and supporting the message would be detrimental to their business.

The abrupt shutdown exposes a deeper tension. Big Tech wields commercial influence that conflicts with the industry’s duty to protect users from digital harm.

London agency Insiders built the campaign as a bold counter-narrative to Instagram’s polished “Anyway” brand ads. The posters ditched curated sunshine and creativity. Instead, they featured glitchy distortions, threatening DMs, and familiar automated error messages. They mirrored the frustrating experience victims face when trying to recover hacked accounts.

“We took the approach of ‘hacking’ one of Meta’s ads,” says Josh Clarricoats, founder of Insiders. “It focuses on the human behind the hacking.”

His goal was simple: make victims feel seen.

Insiders created the campaign with Refundee, an organisation that supports scam victims. It builds on a fast-growing Change.org petition calling for stronger accountability from Instagram. UK scam victim Jonny Stanton created the petition. It outlines five key fixes: rapid human assistance, clearer reporting pathways, and an emergency account-freeze option.

Jonny says the billboard rejection only proves the campaign’s point. “Big Tech ignores victims. Now Big Tech’s influence has silenced the campaign itself.”

Media buyers initially discussed placements and pricing. Later they withdrew. They said they “didn’t want to look like we’re supporting the message.”

Their hesitance reveals an uncomfortable reality about the advertising ecosystem. Meta’s financial power gives it leverage far beyond its platforms. It extends into the decisions of partners and advertisers who depend on its business.

What began as a creative project has escalated. It now demonstrates how difficult challenging Meta’s authority can be, especially when the message targets its failures.

Real-world harm behind the silence

Refundee co-founder Stu McFadden warns that Instagram’s lack of human support continues to create real victims. “Every day, more people face scams or impersonation. It often starts on social media,” he says. “Victims report through official channels and get nowhere.”

The campaign launch coincided with BBC Scam Safe Week. The timing feels especially ironic. Media buyers blocked a safety campaign at the same moment the country urged people to stay vigilant against online fraud.

Critics argue the situation highlights a long-running gap. Instagram pursues high-tech ambitions while victims face outdated crisis protocols. Users whose identities, work, relationships and memories live on the platform expect real support. Instead they encounter automated loops, broken links and no path to recovering stolen accounts.

Some campaign supporters say this lack of action falls short of the UK’s Online Safety Act. The Act requires platforms to protect users from harm rigorously.

Billboards or not, the message is out

#IgnoredByInsta may never appear on the streets. But the campaign has already succeeded in turning Instagram’s silence into the story. Meta’s influence prevented the ads from publishing. This inadvertently amplified the core message: user safety still sits in the shadow of corporate interests.

For victims seeking answers, the hope is clear. Public pressure, not advertising spend, will finally force Instagram to respond.