Why Instagram's New 'Instants' Feature Sparked a Probe

UK communications regulator Ofcom has launched an official investigation into Meta over the launch of Instagram’s new "Instants" feature. The probe aims to determine if the social media giant bypassed critical safety obligations mandated by the country's strict digital regulations.

What Happened

Rolled out in May, Instagram's "Instants" tool allows users to snap and share spontaneous images with "close friends" or mutual followers that disappear after a single viewing. Similar to popular disappearing message formats on Snapchat and WhatsApp, the feature was designed to bring back casual, in-the-moment sharing.

However, Ofcom claims Meta failed to perform a "suitable and sufficient illegal content risk assessment and children's risk assessment" prior to the feature's release. Under the UK's Online Safety Act (OSA), platforms are legally required to evaluate and mitigate risks to minors—including exposure to harmful material like bullying, self-harm, or abusive content—before rolling out major product updates.

Why It Matters

Ofcom enforcement director George Lusty emphasized that tech companies must treat safety as a foundational requirement rather than an afterthought.

"You wouldn't launch a new car without testing it properly, and it's the same for online services," Lusty said, noting that disappearing messages have historically presented unique vulnerabilities for teen and child users.

While Meta implemented safeguards such as Teen Accounts and blocks on screenshots or forwarding, regulators argue that the pre-launch risk evaluation fell short of statutory requirements.

Meta's Response

In a statement, a Meta spokesperson defended the company's compliance efforts, asserting that it takes its responsibilities under the Online Safety Act seriously.

"We conducted a risk analysis and briefed Ofcom about this feature on a number of occasions before launching it," the spokesperson said, adding that the company will fully cooperate with the ongoing investigation.

This probe unfolds as major tech platforms, including Meta, TikTok, and X, push back against Ofcom's enforcement tactics in separate legal challenges regarding information requests and compliance burdens.