Following complaints, Instagram on Sunday removed 13 million posts from its platform that included a photo of an “I (heart) Kids” button, which was created by a young girl, CNET reports.
The “I (heart) Kids” button — quickly adopted by young children to express their adoration for the app — garnered attention earlier this week, when advertisers complained. Specifically, an image of one set of buttons labeled “I (heart) Kids” drew the ire of the National Restaurant Association.
A spokeswoman for the organization called the button “grossly inappropriate and offensive” and shared a Change.org petition to have it removed.
The app’s parent company Instagram has received about 400,000 comments and “thousands” of submissions to its “I (heart)” Kids” page, according to an Instagram spokesperson. Instagram deleted 13 million posts depicting the button as part of Instagram’s regular algorithm and have not created a replacement, according to CNET.
“We continually review content to ensure they are on line and comply with our community guidelines,” an Instagram spokesperson told CNET.