Meta Uses Ad Library To Reduce Visibility Of Problematic Ads

Meta, owner of Facebook and Instagram, created a strategy to reduce regulatory attention after Japanese authorities raised concerns over scam ads, including fraudulent investment schemes and AI-generated celebrity endorsements. Internal documents reviewed by Reuters show Meta conducted an enforcement effort to limit the visibility of problematic ads in Japan, making them less discoverable to regulators.

The approach, which proved effective in reducing visible scam ads, was added to a “global playbook” applied in other regions, including the United States, Europe, India, Australia, Brazil, and Thailand. The documents show Meta avoided implementing universal advertiser verification, citing a projected cost of roughly USD 2 billion, despite scam ads generating up to USD 7 billion annually. Meta stated the Ad Library cleanup reflects normal monitoring. The company has faced pressure from US lawmakers and lawsuits for allegedly enabling fraudulent ads. The playbook advises delaying regulatory compliance unless legally required.