In many quantum materials, strong electron correlations lead to the emergence of new states of matter. In particular, the study in the last decades of the complex phase diagram of high temperature superconducting cuprates highlighted intra-unit-cell electronic instabilities breaking discrete Ising-like symmetries, while preserving the lattice translation invariance. Polarized neutron diffraction experiments have provided compelling evidences supporting a new form of intra-unit-cell magnetism, emerging concomitantly with the so-called pseudogap state of these materials. This observation is currently interpreted as the magnetic hallmark of an intra-unit-cell loop current order, breaking both parity and time-reversal symmetries. More generally, this magneto-electric state is likely to exist in a wider class of quantum materials beyond superconducting cuprates. For instance, it has been already observed in hole-doped Mott insulating iridates or in the spin liquid state of hole-doped 2-leg ladder cuprates.