Government asks Meta to ensure its recommendation systems do not expose users to limited set of narratives

MeitY has asked Meta to review how Instagram and Facebook recommend and rank content. The central concern is that algorithms could expose users disproportionately to one narrative while repeatedly promoting misleading, manipulated or out-of-context material. The Ministry says responsible dissemination must still respect lawful expression and legitimate public debate.

The advisory specifically seeks context for photographs, videos, graphics and other material about ongoing public events. Meta should flag or address old visuals presented as current, unverified claims about restrictions or police action, and content that could cause confusion, violence or disorder. It should also rapidly identify, review and escalate content gaining significant reach through recommendations.

The measures were requested with immediate effect. Meta must review its systems, cooperate with authorised agencies under applicable law and the IT Rules, 2021, and inform MeitY about action taken. The advisory does not name a triggering incident, but follows protests in Delhi and concerns about unequal promotion of narratives.

A recommendation system is software that chooses, ranks and presents content to users instead of showing every available post equally. Its purpose is to help people find material likely to interest them. In practice, it can shape what users notice first and which stories receive repeated exposure.

The system may examine signals such as a user’s viewing, clicking, liking or sharing history. It can also consider the post’s topic, freshness, popularity and predicted likelihood of interaction. These signals help determine whether content appears in a feed, search result, suggestion or repeated recommendation. The article focuses on the result, not Meta’s proprietary formula.

That result matters during public events. If a system repeatedly recommends one narrative, users may receive a narrow picture of events. MeitY therefore asked Meta to provide appropriate diversity of relevant and credible information, add context to unclear visuals and quickly review content gaining significant reach. These steps aim to reduce confusion without banning lawful discussion.

The advisory is broad because it addresses Meta as the owner of Instagram and Facebook, rather than naming one isolated post or one specific incident. It concerns recommendation and ranking systems operating across Meta platforms. The Ministry says it noticed certain public-event content being prominently displayed and recommended to users.

The formats covered include photographs, videos, graphics, statements, static graphics and other audio-visual material. MeitY is especially concerned when authenticity, date, location or circumstances are unclear. It also highlights old, unrelated or selectively edited visuals presented as current, plus claims about emergencies, restrictions, police action or official measures.

The subject matter includes ongoing public events and public-order or law-and-order situations. The article gives Delhi protests as the surrounding context, involving the Cockroach Janta Party and Opposition parties demanding Chief Election Commissioner Gyanesh Kumar’s resignation over electoral-roll revision. However, the advisory does not identify a specific triggering incident.

When old, edited or unrelated visuals are presented as current, users may misunderstand what happened, where it happened or when it happened. Missing context can make a genuine image appear to prove a false claim. The risk increases when recommendation systems repeatedly place that material before large numbers of users.

The article gives examples involving unverified claims about emergencies, restrictions, police action and other official measures. It also flags audio-visual content about law-and-order situations without adequate context. If such material is disproportionately amplified, people may develop confusion or apprehension based on an inaccurate picture of events.

MeitY says the consequences can extend beyond individual misunderstanding. Content gaining significant reach may contribute to widespread public confusion, violence, disturbance of public order and loss of social tranquillity. The Ministry therefore wants rapid identification, review and escalation, while requiring actions to remain consistent with lawful expression and applicable law.

Adding context means helping users understand what a post shows before they treat it as evidence. Possible tools include visible dates and locations, labels for old or edited material, links to credible sources, and explanations when a claim is unverified. These measures could address the uncertainty MeitY identifies about authenticity, timing, location and circumstances.

For diversity, Meta could recommend relevant material from multiple credible sources and avoid repeatedly showing one narrow narrative. It could separate news, commentary and unverified claims, reduce automatic repetition of disputed posts, and offer users more information before sharing. These are possible approaches; the advisory itself does not prescribe a detailed technical design.

The key balance is proportionality. Meta can review ranking systems and slow misleading amplification while preserving lawful expression and legitimate public discourse. It should also provide rapid escalation for content that may cause violence or disorder, cooperate with authorised agencies under law, and disclose its response to MeitY.

The article says the Information Technology Act, 2000, and the IT Rules, 2021, require Meta to observe due diligence as an online intermediary. Due diligence means taking the legally required steps governing platform conduct, user information and handling of prohibited material. The advisory frames these duties as applying to Meta’s services.

The rules require intermediaries to inform users about prohibited information. The article specifically includes content likely to cause public disorder or incite a cognisable offence relating to public order. MeitY also asks Meta to identify and address such content and to review recommendation systems that may disproportionately amplify misleading material.

Meta must cooperate in a timely way with law enforcement and other authorised government agencies. That includes furnishing information or assistance according to applicable law and the timelines in the IT Rules, 2021. The Ministry stresses that any action must remain consistent with the Act, the Rules and other applicable laws.

Engagement-based algorithms rank content partly by signals such as viewing, clicking, liking, sharing or commenting. Material that attracts strong reactions can receive more distribution, which gives it additional chances to attract reactions. This feedback loop can make certain narratives widely visible and repeatedly encountered.

Repeated exposure can shape what users remember and discuss. If one narrative is shown more often than others, it may appear dominant or important simply because the system has placed it prominently. During fast-moving public events, an emotional, edited or misleading post may therefore outpace quieter, better-contextualised information.

The article reports agency concerns that Meta platforms were not promoting all narratives equally, with algorithms appearing to favour one kind of content. MeitY wants diversity of credible information and rapid review of material gaining significant reach. The forward issue is whether ranking changes can reduce harmful amplification while preserving lawful expression and public debate.