Instagram announced it will ban all graphic self-harm images a British 14-year-old teenager had committed suicide in 2017 because of depression.
"I have no doubt that Instagram helped kill my daughter," her father, Ian Russell, told BBC.
The social media platform chief, Adam Mosseri, said that the ban decision was prompted by the wide public outcry that accused the company of not doing enough to protect people from harmful contents.
"We are not where we need to be on self-harm and suicide, and we need to do more to protect the most vulnerable," Mosseri said in a meeting with UK Health Secretary Matt Hancock.
"We will get better and we are committed to finding and removing this content at scale," Mosseri affirmed, stressing that images will be removed as quickly as possible and will be relying on users to report graphic images of self-harm.