Meta Targets “Celebrity‑Bait” Scams Across the Globe

Meta has taken legal action against three groups that ran deceptive ads using celebrity images and deep‑fake technology. The lawsuits were filed in Brazil, China, and Vietnam against operators who lured users worldwide with false promises about investments and health products. The Brazilian cases involve individuals promoting unapproved medical treatments and online courses that claimed to be endorsed by well‑known figures. In China, the accused group used famous faces in ads that tricked people into joining fraudulent investment schemes. The Vietnamese defendant advertised heavily discounted items from reputable brands, using fabricated celebrity endorsements to boost sales. These scams have long plagued the platform. Past reports have highlighted how fake ads featuring high‑profile personalities, such as Elon Musk or Fox News hosts, sell bogus cures for diseases. Meta’s oversight board has criticized the company for not acting swiftly enough against such deceptive content.Meta argues that scam ads are designed to look authentic, making them hard for users and moderators to spot. To combat this, the company has now added more than 500, 000 celebrities to its facial‑recognition database. The system scans ads for known faces and flags those that appear in suspicious contexts. Despite these tools, Meta has faced scrutiny after a Reuters investigation suggested that up to 10 % of its advertising revenue could come from questionable advertisers. The company’s slow response to repeat offenders has drawn criticism, especially given the billions it earns from advertising. In addition to lawsuits, Meta has upgraded its detection of “cloaking” tactics—methods that hide the true nature of an ad from internal reviewers. The platform also sued eight former Meta Business Partners who offered services to restore banned accounts or “un‑ban” users. The company warned that it could pursue further legal action if these partners ignore cease‑and‑desist orders. Overall, Meta is tightening its legal and technical defenses against deceptive ads that misuse celebrity images to manipulate users worldwide.