Meta Targets “Celebrity‑Bait” Scams Across the Globe
Meta has filed lawsuits in Brazil, China, and Vietnam against three groups that used deep‑fake technology and celebrity images to run deceptive advertising campaigns. The operators lured users worldwide with false promises about investments and health products.
Case Summaries
- Brazil – Individuals promoted unapproved medical treatments and online courses, claiming endorsement by well‑known figures.
- China – A group used famous faces to trick people into fraudulent investment schemes.
- Vietnam – The defendant advertised heavily discounted items from reputable brands, fabricating celebrity endorsements to boost sales.
Historical Context
These scams have long plagued Meta’s platform. Prior reports highlighted fake ads featuring high‑profile personalities—such as Elon Musk or Fox News hosts—that sold bogus cures. Meta’s oversight board criticized the company for slow action against such content.
Meta’s Countermeasures
- Expanded Facial‑Recognition Database – Added over 500,000 celebrities to detect known faces in ads and flag suspicious contexts.
- Enhanced Cloaking Detection – Upgraded systems to identify tactics that hide an ad’s true nature from internal reviewers.
- Legal Actions Against Partners – Sued eight former Meta Business Partners who offered services to restore banned accounts or “un‑ban” users, threatening further action if cease‑and‑desist orders are ignored.
Ongoing Concerns
A Reuters investigation suggested that up to 10 % of Meta’s advertising revenue could stem from questionable advertisers. Critics argue that the company’s slow response to repeat offenders undermines trust, especially given the billions earned from advertising.
Meta is tightening both legal and technical defenses to curb deceptive ads that misuse celebrity images and manipulate users worldwide.
