Meta sues advertisers in Brazil and China over 'celeb bait' scams
Source: Engadget
Legal actions against scam advertisers
Meta has sued the people and groups behind three scam operations that used images and deepfakes of celebrities to lure users to fraudulent websites. The three entities were based in China and Brazil and targeted users in the United States, Japan, and other countries. The ads promoted fraudulent investment schemes and fake health products.
Meta filed lawsuits against several individuals in Brazil who promoted fake or unapproved healthcare products and online courses. It also sued a China‑based entity that used ads featuring celebrities “as part of a larger fraud scheme that lured people into joining so‑called investment groups.” Details on the number of ads run, the reach of those ads, or the duration of the scammers’ activity on the platform were not disclosed.
Background on “celeb bait” scams
“Celeb bait” ads have been a long‑running issue for Meta. Engadget has previously documented these scams on Facebook, including campaigns that frequently use Elon Musk and Fox News personalities to hawk fake cures for diabetes. The Oversight Board has also criticized Meta for not doing enough to combat such scams.
In its update, Meta noted that “because scam ads are designed to look real, they’re not always easy to detect.” The company has now enrolled more than 500,000 celebrities and public figures into its facial‑recognition system, which is intended to automatically detect scam ads that misuse famous faces.
Meta’s detection upgrades and additional lawsuits
Meta says it has upgraded its ability to detect scam ads that use cloaking, a technique that can hinder internal review systems.
The company also sued a Vietnam‑based advertiser that used scam ads to promote “deeply discounted items from well‑known brands,” including Longchamp.
Additionally, Meta took legal action against eight former “Meta Business Partners” who promoted services that would “un‑ban” accounts or provide “account restoration services.” Meta warned it will consider further legal action, including litigation, if the parties do not comply with cease‑and‑desist orders.
Related controversies
Meta’s handling of scammy advertisers has drawn increased scrutiny after Reuters reported that researchers at the company once estimated that as much as 10 percent of its ad revenue could be coming from scams. The perception that Meta has generated billions of dollars from problematic advertisers has contributed to criticism that the company is slow to act against repeat offenders.
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