Instagram is facing backlash over its allegedly invasive targeted advertising, with users accusing the platform of using their real profile pictures in promotional content for Meta's new AI smart glasses. The controversy stems from an incident on June 28-29, 2026, after an Instagram user shared a screenshot on Reddit of a Meta AI smart glasses advertisement that appeared on her boyfriend's feed. The ad featured an incoming call screen using her real Instagram profile picture as the contact image, alongside the promotional message, "Make calls without reaching for the phone." The user said she was uncomfortable seeing her profile picture used without her explicit consent. Her post went viral on Reddit's r/Fauxmoi and across social media, raising concerns over how Meta uses profile photos, combined with relationship data, and AI-powered ad personalisation following the launch of its AI smart glasses on June 23, 2026. One Reddit user wrote, “Why the hell is Instagram using AI ads AND USING MY PROFILE PICTURE to direct the ad to my boyfriend? I’m uncomfortable.” Another commented, “This is straight up creepy. They’re turning our personal photos into ad props without asking.” This is not the first such incident; in 2012, Instagram updated its terms of service suggesting users' photos could be used in advertisements without compensation, forcing a partial reversal. Meta also faced scrutiny over Facebook's "Sponsored Stories" feature and the Cambridge Analytica scandal in 2018.