Ofcom is investigating whether Meta breached its duties under the UK's online safety laws with the launch of its "Instants" feature on Instagram.

The tool allows users to take and share an instant image with close friends, with the image disappearing once viewed. It was launched on Meta's photo-sharing app in May as "a new way to share photos in the moment."

The regulator said Meta had not properly assessed the risks posed by the feature before launching it — something the company is required to do under the UK's Online Safety Act.

Ofcom said its probe would examine whether Meta breached its obligations by not carrying out "a suitable and sufficient illegal content risk assessment and children's risk assessment before the launch of Instants."

Under the UK's online safety rules, platforms including Meta must carry out and update risk assessments to comply with a range of duties, including tackling illegal content. They must also demonstrate how they prevent children permitted to use their services from encountering content deemed harmful to them.

This covers material relating to pornography or content promoting self-harm or suicide — classified as "priority primary content" — as well as abusive, hateful or bullying material.

Ofcom enforcement director George Lusty said the law is clear on the matter. "Our online safety laws are clear — significant changes to platforms must be risk assessed before they're launched," he said.

"This is a vital step that tech firms must take to protect their users. You wouldn't launch a new car without testing it properly, and it's the same for online services," Lusty added.

A Meta spokesperson said the company "takes its regulatory obligations under the Online Safety Act seriously."

"We conducted a risk analysis and briefed Ofcom about this feature on a number of occasions before launching it," the spokesperson said. "We will of course co-operate with Ofcom during this investigation."