According to a Reuters report, based on Meta's internal reports, it is estimated that they generate around 10% of their annual revenue through scam, fraud and banned goods ads.
This also shows that, roughly, in 2024, 15 billion fraudulent ad views were displayed through the Meta platform every day. As many are aware, Malaysia is not spared, where various fraudulent and scam ads are displayed on social media, including using the names of famous figures and popular influencers.
Meta already has a system to automatically identify risky advertisers, but only bans an advertiser if it is predicted to be above 95% of the percentage believed to be fraudulent. If the system is less certain, it will charge higher advertising charges than usual.
Additionally, due to Meta’s algorithm, if someone mistakenly clicks on an ad, it will recognize that you are interested in it, and will display more such ads – leading to more scam ads being displayed to the user.
According to Reuters, Meta said this figure was inaccurate, and was lower. The document seen by Reuters was said to be an estimate and not an actual figure as there were “many” non-scam ads categorised together. However, Meta did not provide an actual figure.
