Meta Tolerates Rampant Ad Fraud From China To Safeguard Billions In Revenue

A Reuters investigation found that Meta knowingly tolerated large volumes of scam and illegal ads from China worth billions in revenue. Reuters reports: Though China's authoritarian government bans use of Meta social media by its citizens, Beijing lets Chinese companies advertise to foreign consumers on the globe-spanning platforms. As a result, Meta's advertising business was thriving in China, ultimately reaching over $18 billion in annual sales in 2024, more than a tenth of the company's global revenue. But Meta calculated that about 19% of that money -- more than $3 billion -- was coming from ads for scams, illegal gambling, pornography and other banned content, according to internal Meta documents reviewed by Reuters.

The documents are part of a cache of previously unreported material generated over the past four years by teams including Meta's finance, lobbying, engineering and safety divisions. The cache reveals Meta's efforts over that period to understand the scale of abuse on its platforms and the company's reluctance to introduce fixes that could undermine its business and revenues. The documents show that Meta believed China was the country of origin of roughly a quarter of all ads for scams and banned products on Meta's platforms worldwide. Victims ranged from shoppers in Taiwan who purchased bogus health supplements to investors in the United States and Canada who were swindled out of their savings. 'We need to make significant investment to reduce growing harm,' Meta staffers warned in an internal April 2024 presentation to leaders of its safety operations.

To that end, Meta created an anti-fraud team that went beyond previous efforts to monitor scams and other banned activity from China. Using a variety of stepped-up enforcement tools, it slashed the problematic ads by about half during the second half of 2024 -- from 19% to 9% of the total advertising revenue coming from China. Then Meta Chief Executive Mark Zuckerberg weighed in. 'As a result of Integrity Strategy pivot and follow-up from Zuck,' a late 2024 document notes, the China ads-enforcement team was 'asked to pause' its work. Reuters was unable to learn the specifics of the CEO's involvement or what the so-called 'Integrity Strategy pivot' entailed. But after Zuckerberg's input, the documents show, Meta disbanded its China-focused anti-scam team. It also lifted a freeze it had introduced on granting new Chinese ad agencies access to its platforms. One document shows that Meta shelved yet other anti-scam measures that internal tests had indicated would be effective. The document didn't detail the specifics of those measures.

Meta took these steps even as an outside consultant it hired produced research that warned 'Meta's own behavior and policies' were fostering systemic corruption in the Chinese market for ads targeting users in other countries, additional documents show. The upshot: Within a few months of Meta's brief crackdown, a new crop of Chinese advertising agencies was flooding Facebook and Instagram with prohibited ads. By mid-2025, banned ads climbed back to about 16% of Meta's China revenue. Rob Leathern, who was a senior director of product management at Facebook until 2020 and is no longer at the company, said the scale of predatory advertising revealed in the documents represents a major breakdown in consumer protections at the social media giant. 'The levels that you're talking about are not defensible,' he said of the percentage of abusive ads. 'I don't know how anyone could think this is okay.'

Read more of this story at Slashdot.