Strengthening fraud protection in Poland
Fraudulent activity is on the rise across the internet, impacting everything from platforms and dating apps to online games, cryptocurrency platforms, and SMS messages. Fraudsters are determined criminals who employ sophisticated methods to evade detection and extract money. Nobody wants to encounter such content—neither our service users, advertisers, nor ourselves. As a result, we are continually enhancing our approach to combat fraudulent content by investing in new technologies and partnerships that enable more effective detection and prevention of these ever-evolving fraudulent activities.
Recently, we have observed a campaign that misrepresents Meta’s actions and motivations in this area. Such frauds harm individual victims while undermining trust in the advertising ecosystem, which is a foundation of our business model. Today, we announce additional protective measures being implemented in Poland and provide updates on our previous efforts and their outcomes.
Introducing advanced artificial intelligence to tackle fraud in Poland
We currently utilize advanced artificial intelligence systems capable of preventing more fraud and identifying and blocking numerous accounts impersonating celebrities and other public figures. This technology has already reduced user reports of impersonation by more than 80% for frequently targeted public figures. In response to criminals’ changing tactics aimed at circumventing our systems, we are launching an enhanced AI system in Poland to further reduce impersonation incidents. Poland is among the first countries in Europe to implement this new AI system for combating fraud.
New verification for financial advertisements targeting Poland
We already require advertisers to verify their identity in certain situations, such as when their account displays potentially suspicious behaviors. Given that financial services are a category often exploited by fraudsters, we are expanding this verification process to include financial service advertisers targeting Poland. This process will conclude in the coming weeks. This is part of our broader goal to ensure that by the end of 2026, 90% of Meta’s global advertising revenue originates from verified advertisers, up from 70% in 2025. We will continue to invest in verification processes to stay ahead of fraudulent activities.
Addressing inaccuracies in the campaign against Meta
A recent campaign against Meta presents a false narrative about our financial motivations in this area. It is based on data from unreliable Reuters publications and selectively quoted leaked documents. This campaign misrepresents Meta’s approach to fraud and abuse by focusing on our research into the problem’s scale while overlooking subsequent actions we have taken, including rule enforcement, product changes, and industry partnerships.
In reality, significantly reducing fraud is one of Meta’s priorities. We operate on multiple fronts: protecting our app users with automated systems, dismantling fraud networks, working with public institutions and both Polish and global private sector partners, and helping people recognize and avoid scams through warnings, safety features, and guidelines available on our platforms.
Our measures are making an impact
The efforts we have undertaken are showing results. From July 2024 to June 2026, the rate of reports about fraudulent ads in Poland decreased by 83%. Additionally, from July 2025 to June 2026, we removed 137,000 fraudulent ads in Poland, with over 88% removed before anyone reported them.
We understand that our decisions are subject to public scrutiny, and we value thoughtful, constructive feedback that helps us improve our actions. However, it is crucial that such feedback is based on facts, not erroneous assumptions.
The data reveals that our actions are yielding tangible results. The fight against fraudsters is ongoing, and announcements like today’s demonstrate our commitment to leveraging all available resources to combat fraud and protect users on our platforms.
