Rather than fully cracking down on scam ads, Meta worked to make them harder to find
In its latest piece on Meta’s scam ads, Reuters found that the social media giant didn’t just remove fraudulent ads from its platforms — it also worked to make them harder for governments and journalists to find.
Fearing that Japanese regulators would require universal advertiser verification — a measure Meta estimated would cost roughly $2 billion to implement and potentially reduce its revenue by nearly 5% — the company took steps to make scam ads less “discoverable” to “regulators, investigators and journalists,” according to internal documents reviewed by Reuters.
“So successful was the search-result cleanup that Meta, the documents show, added the tactic to a ‘general global playbook’ it has deployed against regulatory scrutiny in other markets, including the United States, Europe, India, Australia, Brazil and Thailand,” Reuters wrote.
Previous Reuters reporting found Meta internally projected that about 10% of its 2024 revenue would come from ads tied to scams and banned goods, though the company later said that estimate was overly broad. Reuters also reported the rate was double in China.
“So successful was the search-result cleanup that Meta, the documents show, added the tactic to a ‘general global playbook’ it has deployed against regulatory scrutiny in other markets, including the United States, Europe, India, Australia, Brazil and Thailand,” Reuters wrote.
Previous Reuters reporting found Meta internally projected that about 10% of its 2024 revenue would come from ads tied to scams and banned goods, though the company later said that estimate was overly broad. Reuters also reported the rate was double in China.
