A new investigative report has emerged from the Tow Center for Digital Journalism at Columbia Journalism School, in collaboration with the Tech Transparency Project, an esteemed nonprofit organization dedicated to scrutinizing the practices of Big Tech corporations. ProPublica’s findings highlight that the vast majority of the fraudulent advertising networks unveiled are closely associated with lead-generation firms, which specialize in harvesting and selling personal information for profit. These deceptive ads frequently mimic promotions ostensibly sanctioned by high-profile federal politicians including Donald Trump and Joe Biden, as well as more localized figures, such as a specific ad noted by ProPublica promoting Illinois Governor JB Pritzker.
One striking advertisement quoted in the report displays a picture of Governor Pritzker alongside the sensational claim, “The State has recently approved that Illinois residents under the age of 89 may now qualify for up to $35,000 of Funeral Expense Insurance to cover any and all end-of-life expenses!” This tactic appears designed to specifically ensnare vulnerable seniors in Illinois, enticing individuals in their 70s and 80s with promises of substantial savings on funeral insurance.
Other advertisements serve to stoke partisan animosity, featuring a specific account hawking Trump merchandise that ominously declares, “liberal activists are ripping Trump-Vance yard signs from the ground, sparking a wave of controversy across the nation.” ProPublica engaged with one Trump supporter who expressed dismay upon discovering he had unwittingly subscribed to a recurring payment model while purchasing Trump coins.
Watch this video of an AI-generated news anchor hawking a “limited-edition Trump-Vance coin” and calling both candidates “handsome devils.”
The anchor warns that “left-wing radical groups” are “campaigning to ban the coin.”
Confused? Get the whole story in TTP’s report: pic.twitter.com/ipvJn7Y01O
— Tech Transparency Project (@TTP_updates) October 31, 2024
Additionally, there is a troubling array of ads aimed at unsuspecting individuals, making duplicitous claims regarding free government health insurance. One alarming series of advertisements referenced in the report directed Facebook users towards “unethical insurance agents who altered their existing ACA plan details or signed them up for plans they weren’t eligible for.” The primary motivation behind these scams is straightforward: to secure a commission at the expense of vulnerable consumers.
According to ProPublica, Meta has taken action to remove certain ads after granting initial approval; however, the investigation revealed that thousands of similar or identical content remained unchecked. Alarmingly, even after eliminating the noncompliant ads, Meta often allowed the corresponding Facebook pages and accounts to persist, which subsequently empowered the parent networks to create fresh pages and advertisements.
Gizmodo attempted to reach Meta for a comment, particularly inquiring about how these fraudulent networks continue to thrive despite previous content being flagged as deceptive. In response, Meta did not engage directly with the question, instead providing a reiterative statement similar to that given to ProPublica, claiming ongoing improvements to their enforcement protocols.
“We welcome ProPublica’s investigation into this scam activity, which included deceptive ads promoting Affordable Care Act tax credits and government-funded rent subsidies. The ads, some of which were years old, were all available for public review in Meta’s Ad Library, where ads are maintained for seven years,” stated a Meta spokesperson.
“Our investigation showed that, as part of our ongoing work against scams, impersonation, and spam, our enforcement systems had already detected and disabled a large portion of the Pages – and we reviewed and took action against the remainder of these Pages for various policy violations. This is a highly-adversarial space, and we continue to update our enforcement systems to respond to evolving scammer behavior.”
An element of irony exists in the fact that while Meta forges ahead into the realm of artificial intelligence, its capacity to effectively identify scam advertisements on its own platform remains questionably inadequate. The task of detecting scams and ensuring associated accounts cannot purchase advertising seems ideally suited for AI technology. Yet, this would only hold true if the AI being utilized transcended mere plagiarism.
Facebook is not alone in grappling with the issue of scams; every platform, from Truth Social to Grindr, has been infiltrated by opportunistic fraudsters attempting to illegally extract funds from unsuspecting victims. However, Meta, with its expansive global influence and user base numbering in the billions, finds itself uniquely inundated with undesirable content. The lingering question persists: why do people continuously choose to expose themselves to this ongoing tide of deception each day?
**Interview with Alex Thompson, Lead Researcher at the Tow Center for Digital Journalism**
**Editor:** Thank you for joining us today, Alex. Your recent investigation into fraudulent advertising networks on Meta platforms raised some serious concerns. Could you summarize the key findings of your report?
**Alex Thompson:** Certainly. Our investigation, conducted in collaboration with the Tech Transparency Project, revealed that a significant number of deceptive ads, often mimicking promotions linked to prominent political figures like Trump and Biden, are connected to lead-generation firms. These firms are primarily focused on collecting and selling personal information.
**Editor:** One particularly alarming ad promoted state-sponsored funeral expense insurance targeting seniors. What impact do you think such ads have on vulnerable populations?
**Alex Thompson:** These ads are not just misleading; they prey on seniors who might be in a fragile financial state or lacking digital literacy. The promise of substantial savings on something as sensitive as funeral expenses can incite panic and a sense of urgency, making them more likely to engage without fully understanding the implications.
**Editor:** Your report also highlighted the use of partisan rhetoric in some advertisements. Can you elaborate on that aspect?
**Alex Thompson:** Yes, we observed ads designed to stoke partisan tensions. For example, some ads promoted Trump merchandise while claiming that “liberal activists” were attempting to silence supporters. This kind of messaging not only reinforces echo chambers but also exploits existing political divides, which can further polarize communities.
**Editor:** Meta has been criticized for allowing these fraudulent networks to thrive. What measures, if any, has the company taken in response to these findings?
**Alex Thompson:** Meta has removed certain ads after they were flagged, yet our investigation showed that even after removal, many similar ads continued to circulate. What’s concerning is that they often leave the pages and accounts intact, allowing these scammers to quickly reestablish their presence. This creates an ongoing cycle of deception.
**Editor:** Did you receive any responses from Meta regarding the continued prevalence of these fraudulent ads?
**Alex Thompson:** We reached out, but their response was quite generic. They mentioned ongoing efforts to improve their advertising review process but didn’t address the specific issues we raised about the persistence of these networks despite previous interventions.
**Editor:** What do you think is needed to better protect consumers from these deceptive practices?
**Alex Thompson:** We need stronger regulations on digital advertising and better enforcement of existing laws. Platforms like Meta need to take more responsibility for the content they host and actively work to prevent these scams from reemerging. Increased transparency about their ad review processes is also essential in rebuilding trust with consumers.
**Editor:** Thank you, Alex, for shedding light on these important issues. It’s crucial for our audience to stay informed about such deceptive practices, especially as we approach the election season.
**Alex Thompson:** Thank you for having me. It’s essential that we keep the conversation going and hold these platforms accountable.
