Instagram has suspended scores of popular ‘meme’ accounts that collectively have tens of millions of followers, during a mass purge of the platform. The move was met with shock and anger by users.

The cull was carried out on Friday with no warning to users other than an email to tell the account holders that they had been suspended. One, @Finest.Inventions, claimed more than 13 million followers alone.

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Because memes are effective and they bypass their censorship algorithms so they can't control the narrative.