1 min read
What changed
Lawsuits filed in Australia, the US and the UK allege Meta knowingly profited from fraudulent ads on Facebook and Instagram
Internal documents show Meta projected roughly $16 billion in scam ad revenue in 2024, about 10% of total ad income
In Australia, the ACCC has been pursuing Meta over cryptocurrency scam ads featuring deepfake celebrity endorsements since 2022
One Australian victim cited in court filings lost over A$650,000
What it means
This is not just a brand safety issue. It is a platform trust issue. If 10% of Meta's ad revenue comes from fraudulent advertisers, legitimate advertisers are competing for attention alongside scams. Meta says it removed 159 million scam ads in 2025 and now targets 90% of revenue from verified advertisers by year end. That still leaves billions in unverified spend. For Australian businesses, the ACCC action adds regulatory pressure that could change how Meta operates its ad verification in this market.
What to do
Review your Meta ad placements and ensure your brand is not appearing alongside suspicious content
Monitor your brand for unauthorised use in third-party ads using Meta's Ad Library
Report any scam ads impersonating your business immediately through Meta's reporting tools
Follow the ACCC case for any changes to Meta's Australian advertising policies
Source: The Next Web, Reuters, Information Age ACS
