The truth about the Facebook AI meme everyone is sharing – and what you can really do to protect yourself

If you don’t want Facebook and Instagram to use your personal data to train their artificial intelligence (AI) models, there’s an easy way to prevent this.

But the solution is not the hoax that hundreds of thousands of Instagram users – including some celebrities – have fallen for.

A message is circulating on the social media platform claiming to be able to prevent Instagram and Facebook from using personal information.

More than half a million users reshared the fake post, reportedly including actor James McAvoy and former NFL star Tom Brady.

The post claims that if users repost it, Instagram and Facebook owner Meta will not be able to use their information or photos to develop its AI model.

Meta faced a backlash earlier this year after announcing it would train its AI offering using public posts, photos and comments shared by adults on Instagram and Facebook in the UK.

It subsequently halted its plans, but on September 13 the company announced that it will begin training in the coming months. The hoax post comes in response to these proposals.

However, republishing a message stating that you do not want your information used has absolutely no power. Meta has told us that sharing this story does not count as a valid form of objection.

The only way you can unsubscribe is through the platform’s own process. Here’s what you need to know about the message, why it has successfully duped so many people – and how you can stop Meta from using your information.

What’s the message?

The Instagram post reads: ‘Goodbye Meta AI. Please note that a lawyer advised us to do this. Failure to do so may have legal consequences.

“Since Meta is now a public entity, all members must post a similar statement. If you don’t post at least once, it will be assumed that you are okay with them using your information and photos.

‘I do not give Meta or anyone else permission to use my personal information, profile information or photos.’

How can you limit the use of your data?

All adults using Facebook and Instagram in Britain will receive a notification linked to an objection form in the coming days.

When you receive the notification, you can submit the form in just three clicks. You only need your email address to complete.

Meta will honor all appeal forms submitted and says it will only train its AI on public content shared by adults. Private messages or information from accounts of people under the age of 18 are never used.

The company adds that by using this content, Meta can ensure its AI features reflect “British culture, history and idiom.”

Are such social media posts ever legitimate?

Richard Ford, technical director at cybersecurity specialist Integrity360, says that posting a statement online generally cannot override what you have already agreed to.

“If you don’t pay for a service you purchase, you are generally the product,” he says. ‘The posting of any statement will not override the terms and conditions to which you have already signed up and to which you remain bound by using the Service.

‘What this does show is the concern and slow awareness among the general public about the risks of sharing our data, and how AI could use it. This applies to people as much as it does to businesses, and we need to think about what we upload, store and share online.”

He adds that if you want to protect your personal information online – on any platform – you can review your privacy settings.

“Make sure your account is private so that only approved followers can see your posts,” he says. ‘Turn off location services if they are not needed, and limit the personal information you share publicly.’

Why did the hoax mail spread so quickly?

The post is very similar to the one shared on Facebook earlier this month, but it’s the Instagram version that seems to have really taken off.

Adrianus Warmenhoven, cybersecurity expert at NordVPN, says such messages often stem from misunderstandings or misinformation, and in some cases can be part of social engineering tactics designed to go viral.

“They may start when someone with good intentions thinks they have found a quick solution to privacy problems, but instead they spread false solutions,” he adds.

‘People often fall for these messages because they promise a simple way to protect personal data, which appeals to those looking for an easy solution without fully understanding the complexities of online privacy. Unfortunately, these messages provide a false sense of security, distracting from the real steps needed to protect your information.”

Vonny Gamot, head of EMEA at online security firm McAfee, adds that such information, once posted, can spread quickly due to the sheer size of the platforms’ user bases.

“Much of this misinformation is consumed passively as people scroll through piles of content, so it is often absorbed and accepted without meaningful interrogation,” he says.

“In this case, Meta took swift action to flag the post as false information and directed users to a post from a third-party fact-checking service confirming that this particular piece of disinformation came from a false claim on its Facebook platform. ‘

Other ways to protect your data online

Andrew Dale, technical director at IT support specialist CloudTech24, says most users should worry less about Meta’s misuse of personal data and more about cybercriminals who can exploit weaknesses in our security settings.

He recommends taking the following steps:

Use strong, unique passwords: Always use complex passwords for your accounts, preferably managed by a password manager, and enable two-factor authentication where possible.

Conduct regular privacy audits: Regularly check the privacy settings on social media accounts and limit who can see posts, photos or personal information. Meta provides privacy tools that allow users to customize how their data is shared and viewed.

Limit shared personal data: Avoid disclosing personal information, such as home addresses, birthdays or travel plans. This type of information is often collected by cybercriminals for identity theft or scams.

Beware of phishing: This is where cybercriminals pose as a trusted entity to trick users into sharing sensitive information. Be careful when clicking links from unknown sources or unsolicited messages, especially if they make urgent claims or offers.

Mr Dale adds that if you want to limit the data you share with Meta on its platforms, you can adjust settings such as ‘Activity off Facebook’ to prevent Meta from collecting information about you from other websites and apps.