Facebook, which owns Instagram, said Friday that it was not responsible for a viral photo of the company’s founder and CEO Mark Zuckerberg holding a fake baby.
The photo, which showed Zuckerberg holding the baby in a hospital bed, drew criticism from some social media users.
The company said it removed the image and apologized to anyone who felt they were offended.
Facebook’s parent company, Alphabet, has grown increasingly focused on social media in recent years as the company seeks to create more of a network for sharing and sharing more, particularly with advertisers.
Facebook has struggled to grow as an advertising platform, as well as its own photo-sharing service.
The baby photo was also a direct attack on the company, which has said it’s focused on user-generated content and does not want to compete with Facebook’s more established photo-sending platform.
Facebook says its algorithm analyzes the content posted to the social network, the number of people who see the photo and other factors before it is shown to users.
Zuckerberg has long said he is not responsible if the image is misused.