Meta is rolling out new technology that will identify when an ad contains the image of a celebrity’s face.
👉 Background: Meta, formerly known as Facebook, is the social media giant that owns Facebook, Instagram, Whatsapp...and Threads. Now, Meta's got another battle on their hands: celebrity scam ads.
👉 What happened: Scammers have been using celebrities like Andrew Forrest, Gina Rinehart, Kochie, and Guy Sebastian to lure people into “million-dollar investments”. So now, Meta is rolling out new technology that will identify when an ad contains the image of a celeb’s face.
👉 What else: Over the six months to December 2023, 1700 new fraudulent ads were posted on Facebook. Given Meta’s ad business generates 99% of its revenue, it needs to take these threats very seriously.
💡When your business model starts turning into a commercial crime scene, it’s time to clean things up or risk losing a lot.
💡Scammers are not only using Meta’s ad tech to run their scams, they’re also leveraging Meta’s high-tech ad targeting to reach and exploit just the right audience. In fact, Australians lost $2.74 billion to scams in 2023 according to ASIC.
💡Last July, Andrew Forrest took Meta to court about scam ads with his face on them and the court found that Meta may be liable for allowing fraudulent ads on its platform. And given the majority of Meta’s $134 billion USD revenue is tied to this ad platform, it feels like it’s worth addressing right now.
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