Meta has initiated measures against a widely used application for creating AI-generated non-consensual intimate images, referred to as “nudify” or “undress” apps, by targeting advertisers. The organization has lodged a lawsuit in Hong Kong against the developers of Crush AI, accusing the parent company Joy Timeline HK of intentionally circumventing Meta’s advertising review procedure by utilizing new domain names and advertiser account networks to market its AI deepfake offerings. Meta underscored the gravity of this matter in a press release, reaffirming its dedication to safeguarding its community and undertaking essential actions, including legal steps, against platform misuse.
Meta has been criticized for its inability to effectively regulate nudify app advertising on its platform, with advertisements showcasing explicit deepfake images of celebrities appearing incessantly. Even after banning non-consensual intimate imagery and blocking relevant search terms, Crush AI reportedly conducted over 8,000 ads on Meta platforms from late 2024 to January 2025, with 90% of its traffic originating from these platforms. AI-generated advertising content has proliferated as Meta has transitioned towards automated review systems and community-generated fact-checking.
Individuals impacted by AI-generated non-consensual intimate imagery have long pushed for tighter industry regulations and legal remedies. In May, the Trump Administration passed the Take It Down Act, making non-consensual intimate imagery a criminal offense and requiring takedown policies for online platforms. The proliferation of AI-generated child sexual abuse material (CSAM) has also sparked concerns regarding the safety and oversight of generative AI tools.
In addition to legal actions against Crush AI, Meta disclosed the creation of new detection technology to more effectively identify and eliminate advertisements for nudify apps. The company is strengthening its cooperation with the Tech Coalition’s Lantern program, aimed at enhancing child online safety, and will persist in sharing information about violating companies and products. Since March, Meta has reported over 3,800 distinct URLs connected to nudify apps and websites and has pinpointed four networks endorsing these services.