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Instagram Introduces Replies, Insights, and More to Broadcast Channels for Enhanced Audience Interaction

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Instagram has rolled out several exciting new features for its broadcast channels, aimed at enhancing the way creators engage with their audiences. Previously, interaction in broadcast channels was limited to likes and reactions, but the platform has now expanded these capabilities. Users can now reply to messages, not only from creators but also from other members of the channel, fostering a more dynamic and interactive environment. Additionally, the update introduces timed prompts and daily check-ins, allowing creators to initiate conversations and keep their audience engaged consistently.

The new features are designed to make communication on broadcast channels more two-way rather than just one-directional. In a blog post, Instagram outlined the three key features: Replies, Prompts, and Insights. These additions allow for a deeper level of engagement and help creators build a stronger relationship with their followers. By adding these tools, Instagram aims to provide creators with more options to actively participate in the conversation, rather than just posting updates.

The Replies feature, in particular, is a significant upgrade. It enables users to respond directly to messages, allowing for more meaningful and personalized conversations. This works similarly to comment sections on posts, where replies can be deleted or reported if necessary. To enable this feature, creators simply need to navigate to the channel settings and toggle the “Allow members to reply to messages” option, providing them with full control over how interactions are managed.

Alongside the Replies feature, Instagram has also introduced Prompts, which enable creators to initiate conversations with their audience at set times. These prompts can encourage responses from followers, while daily check-ins offer a way to keep the community active and engaged on a regular basis. To support creators in optimizing these features, Instagram has provided best practices and insights, helping them make the most of the new tools for audience interaction.

Italy Concludes Probe into Meta Executives for Alleged €887.6 Million VAT Evasion

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Italian prosecutors have concluded their investigation into alleged tax evasion by Meta (META.O), the parent company of Facebook, involving two executives from its Irish subsidiary, Meta Platforms Ireland Ltd. The probe centers on a claimed €887.6 million ($937.93 million) in VAT evasion. This marks a significant step in the process, although no trial requests have been made yet, as the suspects are still allowed to prove their innocence.

Implications for the Industry

The case could have broader consequences for the tech industry, as it involves how Meta provides access to its platforms like Facebook and Instagram. While the €887.6 million might seem modest compared to Meta’s $32 billion in annual revenue, the issue revolves around the way user data is exchanged for free access to these services, which could set a precedent for how other tech companies are taxed.

Tax Dispute with Italy’s Revenue Agency

The core of the investigation is tied to ongoing negotiations between Meta and Italy’s Revenue Agency. Last year, Italian tax authorities argued that Meta’s user registrations should be considered taxable transactions, as they involve the non-monetary exchange of personal data for access to social media services. The authorities claim that between 2015 and 2021, Meta failed to declare nearly €4 billion in taxable income, leading to VAT evasion of more than €887 million.

Next Steps and Meta’s Response

Meta has 60 days to respond to the Revenue Agency’s observations, after which the company can either settle by paying the proposed amount or initiate a legal challenge. Meta disagrees with the tax authority’s stance, arguing that providing users with access to its platforms should not be subject to VAT. In response to the dispute’s complexity, Italy’s Ministry of Finance has sought a technical opinion from the European Commission’s VAT Committee, though no response has been received yet.

EU Probes Secret Google-Meta Ad Deal Targeting Teens

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European regulators have intensified scrutiny of a secret advertising partnership between Google and Meta Platforms, which reportedly bypassed Google’s policies on protecting minors online. According to a Financial Times report, the now-canceled agreement targeted 13- to 17-year-old YouTube users to promote Meta’s Instagram platform.

The collaboration, revealed in August, initially operated within the United States but was poised for global expansion before being scrapped. Despite its termination, the European Commission continues to investigate the deal. Regulators are reviewing gathered evidence to determine whether further action is warranted, the report noted.

In October, the Commission directed Alphabet, Google’s parent company, to compile and analyze data, internal chats, emails, and presentations related to the campaign.

Industry Safeguards and Policy Updates

Google, which prohibits ad personalization for users under 18, defended its policies in response to the allegations. “The safeguards we have to protect teens, like prohibiting ad personalization, are industry-leading and continue to work,” a Google spokesperson stated via email. The company also emphasized its efforts to strengthen internal training for its sales teams to ensure compliance with these safeguards.

Meta, the parent company of Instagram and Facebook, had earlier enhanced privacy settings and introduced parental controls for Instagram accounts of users under 18. This move was part of a broader initiative to address mounting concerns about the mental health impact of social media on young people.

Potential Regulatory Actions

The European Commission has shared its findings with relevant authorities, who are evaluating whether to initiate formal actions against the companies involved. While Google and Meta have yet to comment directly on the partnership’s implications, this development underscores ongoing efforts to ensure compliance with privacy and advertising regulations for minors in the digital space.

Google’s restrictions prohibit ad targeting for minors based on age, gender, or interests, while Meta’s recent privacy upgrades highlight its intent to address criticisms of how its platforms affect teen well-being. However, this controversy has cast a spotlight on corporate practices regarding minors’ online safety and data privacy.