Looks like Instagram's ToS is changing, to explicitly tell you that you are the product:
> How Our Service Is Funded
>
> Instead of paying to use Instagram, by using the Service covered by these Terms, you acknowledge that we can show you ads that businesses and organizations pay us to promote on and off the Facebook Company Products. We use your personal data, such as information about your activity and interests, to show you ads that are more relevant to you.
Full diff between the current and upcoming versions of Instagram ToS [here](https://www.textcompare.org/index.html?id=5fb6e9224a4b890017b0a820).
The change should also appear as a commit [here](https://github.com/tosdr/tosback2/commits/master/crawl_reviewed/instagram.com/Terms%20of%20Service.txt) at the ToSBack project, once it's live (in a month). It's a pretty cool project, they track ToS and other policy docs of many sites in the `crawl` and `crawl_reviewed` folders, and commit each version to the repo so we can track their histories. It looks like Instagram updates their ToS from time to time without notice - even while adding the note to tell you that things are changing in December, they [snuck in a few other changes](https://github.com/tosdr/tosback2/commit/f16ea310722636978b64c94a86d807a1581e0dcb#diff-44b2543cb981cb6ee824693da013977470832f6ef28485311ad094e4ea9e0a39), for eg. saying that they could keep your content for 90 days or possibly forever after you delete your account.
Another project similar to ToSBack: https://github.com/ambanum/CGUs-versions
Somewhat easier to use, cleaner commits.