MeitY asks Meta to review content recommendations on Instagram and Facebook

MUMBAI: When the same story keeps popping up on your feed, the question is whether it is gaining traction organically or getting an algorithmic push. India’s Ministry of Electronics and Information Technology (MeitY) wants Meta to take a closer look at that distinction, directing the company to review how its recommendation systems distribute content on Instagram and Facebook amid concerns over misleading information and public order.

In an advisory dated 10 October, the ministry asked Meta to ensure greater diversity in the information recommended to users and strengthen the identification and review of material that could cause public confusion, incite violence or disturb public order. The company has been asked to implement the measures with immediate effect and inform the ministry of the action taken.

The advisory does not identify a specific incident that prompted the directive. However, it comes amid protests in Delhi by the Cockroach Janta Party (CJP) and opposition parties seeking the resignation of Chief Election Commissioner Gyanesh Kumar over the Special Intensive Revision (SIR) of electoral rolls. The ministry has not explicitly linked the protests to the advisory.

According to MeitY, it has observed that content concerning ongoing public events was being prominently displayed and recommended across Meta’s platforms. This included videos, images, statements and static graphics relating to law-and-order and public-order situations.

The ministry’s concern is not limited to whether such content appears online. It has also focused on how recommendation systems can give particular material greater visibility, potentially exposing users repeatedly to a narrow set of narratives. Content circulated without sufficient context or amplified disproportionately, the advisory notes, could contribute to public apprehension and disturb social tranquillity.

To address this, MeitY has asked Meta to review its content-ranking and recommendation mechanisms, with the aim of preventing potentially misleading, manipulated or out-of-context material from being repeatedly recommended or receiving disproportionate amplification.

The advisory calls for particular attention to old or unrelated visuals presented as current events, selectively edited footage, unverified claims about emergencies or restrictions, and misleading assertions concerning police action or official measures. It also flags audio-visual material relating to law-and-order situations that lacks adequate context, alongside content that could incite violence or other unlawful activity.

The ministry has further asked Meta to ensure that photographs, videos, graphics and other material depicting ongoing public events carry adequate context, particularly where users may struggle to establish their authenticity, date, location or circumstances. The emphasis is on helping users distinguish current, verified information from material that may have been misrepresented or circulated in a misleading way.

Another key requirement is stronger monitoring of content that gains significant reach through recommendation systems. MeitY wants mechanisms to identify, review and escalate material that could trigger widespread confusion, apprehension or public disorder. This places the spotlight on the role of platform algorithms in determining what users see, rather than on content moderation alone.

The advisory also asks Meta to cooperate in a timely manner with law enforcement agencies and other authorised government bodies. Such cooperation, including the provision of information or assistance, must be in accordance with applicable law and the timelines prescribed under the Information Technology Rules, 2021.

MeitY has referred to the Information Technology Act, 2000, and the IT Rules, 2021, in setting out Meta’s obligations as an intermediary. The rules require intermediaries to inform users about prohibited information, including material that could cause public disorder or incite a cognisable offence relating to public order.

The ministry has framed the advisory as an effort to encourage responsible dissemination and recommendation of information while respecting lawful expression and legitimate public discourse. It has also stated that any measures taken by Meta must comply with the IT Act, the IT Rules and other applicable laws.

The advisory sets out six specific requests, including steps to identify and address prohibited content under the IT Rules and a review of recommendation and ranking systems to limit the amplification of misleading, manipulated or context-free material. Meta has been asked to act immediately and report the steps it has taken, although the advisory, as described in the available information, does not specify a separate deadline for that response.

The directive brings a familiar tension in digital regulation into sharper focus: platforms are expected to make space for public discussion, but their systems can also influence how quickly and widely information spreads. For Meta, the task will be to address the government’s concerns about amplification and context while operating within the legal safeguards for legitimate expression.

Ultimately, the issue is not simply what appears on a user’s feed, but why it appears there so often. MeitY’s advisory puts that question directly to Meta, calling for a closer examination of how its algorithms shape the flow of information on two of the world’s most widely used social media platforms.