MENLO PARK, California — Meta Platforms Inc. filed a lawsuit in Hong Kong against Joy Timeline HK Limited, the developer of CrushAI "nudify" apps, to halt the promotion of the apps on its platforms, the company said on Thursday.
The Hong Kong-based company used advertisements on Facebook and Instagram to promote CrushAI and related apps, which use artificial intelligence to generate nude or sexually explicit images of individuals based on their clothed photos, according to Meta.
Meta said it had removed thousands of such ads over recent months after they violated policies prohibiting non-consensual intimate imagery and deceptive content. The company alleged that Joy Timeline HK Limited made multiple attempts to circumvent its ad review systems to continue running the promotions.
"This legal action underscores both the seriousness with which we take this abuse and our commitment to doing all we can to protect our community from it," Meta said in a statement. "We'll continue to take the necessary steps — which could include legal action — against those who abuse our platforms like this."
The lawsuit seeks to prevent Joy Timeline HK Limited from advertising the CrushAI apps on Meta's services. Details of any financial claims or specific remedies sought were not immediately disclosed.
CrushAI apps allow users to upload a photo and generate explicit imagery without the subject's consent, a practice commonly referred to as "nudify" technology. Such tools have raised concerns about privacy, harassment and the spread of non-consensual content online.
Meta said it is also implementing new technology to detect and block such advertisements more effectively and is sharing information with other platforms and organizations.
The action follows reports and investigations highlighting the proliferation of similar apps. A CBS News investigation earlier found hundreds of ads promoting nudify tools on Meta's platforms.
Joy Timeline HK Limited could not immediately be reached for comment. The company has not publicly responded to the lawsuit as of Thursday evening.
Meta has long maintained policies against non-consensual intimate imagery and deceptive advertising. The company said it removed violating ads repeatedly before resorting to legal action.
As of Thursday, the lawsuit was recently filed and proceedings were at an early stage. No court rulings or further developments had been reported. Meta said it would continue enforcement efforts against similar violations.
