Meta has filed lawsuits against scam advertisers in China and Brazil who used celebrity images and deepfakes to promote fraudulent investment schemes and fake health products. The company says these operations targeted users in the US, Japan, and other countries through deceptive ads on Facebook and Instagram.

In Brazil, Meta sued individuals promoting unapproved healthcare products and online courses, while a China-based entity allegedly used celebrity endorsements to lure people into fake investment groups. The company has enrolled over 500,000 celebrities and public figures into its facial recognition system to automatically detect scam ads using famous faces.

Meta's legal actions extend beyond celeb bait scams to include a Vietnam-based advertiser selling counterfeit brand items and eight former "Meta Business Partners" offering account restoration services. These lawsuits come amid increased scrutiny after a Reuters report suggested up to 10 percent of Meta's ad revenue may come from scams, raising questions about the company's enforcement priorities.