Overview
- Reuters-reviewed documents estimate roughly 15 billion higher-risk ads were shown each day across Facebook, Instagram and WhatsApp.
- A 2024 analysis put about $7 billion in annualized revenue from higher‑risk ads tied to scams and banned goods.
- Internal policies reportedly required 95% certainty to ban an advertiser and instructed managers to avoid actions costing more than 0.15% of revenue.
- Repeat‑offender rules let small buyers be flagged at least eight times and allowed some big spenders to rack up more than 500 strikes before removal, with four axed campaigns representing $67 million in sales.
- Meta said the figures are rough and overly inclusive and cited a 58% drop in user scam‑ad reports plus more than 134 million removals this year.