Meta Takes Down 8,000 Scam Ads to Stem “Celeb Bait” Scams with Australian Banks

Meta, the parent company of Facebook and Instagram, has removed around 8,000 “celeb bait” scam ads as part of a new collaboration with Australian banks. These scams often use images of famous personalities, many of which are created by artificial intelligence, to deceive people into investing in fake schemes.

Meta acted after receiving 102 reports since April from the Australian Financial Crimes Exchange, an intelligence-sharing platform led by major banks. These scams are a global issue, but Australia is putting additional pressure on Meta to address the problem, as Prime Minister Anthony Albanese’s government plans to introduce a new anti-scam law by the end of this year.

The proposed law could impose fines of up to A$50 million (around ₹280 crore) on social media, financial, and telecom companies that fail to control these scams. Public consultation for the law ends on October 4.

Scam reports in Australia have surged by nearly 20% in 2023, with total losses reaching A$2.7 billion (₹15,000 crore), according to the Australian Competition and Consumer Commission (ACCC). The ACCC previously sued Meta in 2022, accusing the company of not stopping fake cryptocurrency ads featuring celebrities like Mel Gibson, Russell Crowe, and Nicole Kidman. It estimated that 58% of cryptocurrency ads on Facebook could be scams. Meta is currently contesting the lawsuit, which has yet to go to trial.

In addition, Meta is facing another lawsuit from Australian billionaire Andrew Forrest. Forrest alleges that Meta allowed the spread of thousands of fake cryptocurrency ads on Facebook using his image. He claims Australians have continued to lose money to these scams since he first warned Meta in 2019.

David Agranovich, Meta’s Director of Threat Disruption, said that the initiative with Australian banks is still in its early stages but is showing promise. “A small amount of high-value information is helping us identify larger scam activities,” he said during a media briefing.

When asked about Australia’s proposed anti-scam law, Agranovich said Meta is still reviewing the draft and will share more details later. Rhonda Luo, the Head of Strategy at the Australian Financial Crimes Exchange, emphasized the importance of industry initiatives, saying, “It’s better to act early on scams rather than wait for regulations to take effect.”