Overview
- Internal documents reviewed by Reuters projected that about 10% of Meta’s 2024 revenue—roughly $16 billion—came from ads linked to scams and prohibited goods.
- A December 2024 file estimated users saw about 15 billion higher‑risk scam ads per day and put annualized revenue from that category near $7 billion, while a May 2025 presentation tied Meta’s platforms to roughly one‑third of successful U.S. scams.
- Meta’s systems reportedly require 95% certainty to ban an advertiser and instead apply higher "penalty bid" prices to suspected fraudsters allowed to keep buying ads.
- The materials described lenient strike thresholds for repeat offenders and "revenue guardrails" that discouraged actions expected to cost more than 0.15% of company revenue.
- Meta disputed the characterization as rough and overly inclusive and said user reports of scam ads fell 58% over 18 months with 134 million scam‑ad items removed in 2025, as U.S. and U.K. authorities increase scrutiny.