Meta sues advertisers in Brazil and China over ‘celeb bait’ scams

Meta Takes Legal Action Against Global Scam Networks Using Celebrity Deepfakes and Fraudulent Ads

In a sweeping move to combat the growing epidemic of deceptive advertising, Meta has filed lawsuits against three major scam operations based in China and Brazil, accusing them of exploiting celebrities through deepfakes and misleading promotions to defraud users across the US, Japan, and beyond. These entities allegedly ran ads promoting fake investment schemes and unapproved health products, leveraging the trust and recognition of high-profile figures to lure unsuspecting victims into their traps.

According to Meta, one of the targeted groups—based in China—used ads featuring celebrities as part of a larger fraud scheme designed to entice people into joining so-called “investment groups.” Meanwhile, the Brazilian-based operations were accused of promoting counterfeit or unapproved healthcare products and online courses designed to sell them. While Meta didn’t disclose the exact number of ads run or the duration of these campaigns, the company emphasized the sophistication and scale of these scams.

Celebrity “bait” ads have long plagued Meta’s platforms, with notorious examples involving figures like Elon Musk and Fox News personalities being used to promote everything from fake diabetes cures to get-rich-quick schemes. Despite repeated criticism from the Oversight Board and media outlets, Meta has faced mounting pressure to address the issue more aggressively. The company now claims to have enrolled over 500,000 celebrities and public figures into its facial recognition system, designed to automatically detect and block scam ads using their likenesses.

The legal action comes amid heightened scrutiny over Meta’s role in profiting from problematic advertisers. A Reuters investigation revealed that internal estimates suggested up to 10% of Meta’s ad revenue could come from scams and banned products. This financial incentive has reportedly slowed the company’s response to repeat offenders, raising questions about its commitment to user safety versus revenue generation.

In addition to the celebrity deepfake scams, Meta has also targeted advertisers using cloaking techniques—methods that hide the true nature of ads from review systems. One such case involved a Vietnam-based advertiser hawking deeply discounted items from well-known brands like Longchamp. Furthermore, Meta has taken legal action against eight former “Meta Business Partners” who offered services to “un-ban” or restore accounts, a practice the company says undermines its platform integrity.

Meta’s lawsuits signal a more aggressive stance against fraudulent advertisers, but the effectiveness of these measures remains to be seen. As scams grow more sophisticated and pervasive, the battle to protect users from exploitation is far from over.

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