Instagram's algorithm, which shows reels as per the users' interest, has offered sexually explicit content, including provocative footage of children as well as overtly sexual adult videos and advertisements for some of the biggest American brands, according to an experiment conducted by The Wall Street Journal (WSJ). WSJ conducted the experiment to see what Instagram's Reels algorithm would recommend to test accounts set up to follow exclusively ""young gymnasts, cheerleaders, and other teen and preteen influencers active on the platform."" Furthermore, these salacious ads were also mixed in with ads for well-known US brands. The report added that the Canadian Centre for Child Protection achieved similar results with its own tests separately. In response, Meta informed its clients that it was investigating and that it "would pay for brand-safety auditing services to determine how often a company’s ads appear beside content it considers unacceptable."