The documents, covering 2021 to 2025 and obtained by Reuters , indicate Meta forecasted that scam-related ads could make up 10% of its 2024 revenue—around $16 billion.
These include promotions for fake investment opportunities, illegal gambling sites, and counterfeit medications. The company estimates its services expose users to 15 billion “higher-risk” fraudulent ads daily and play a role in one-third of all successful scams in the United States.
Meta’s enforcement approach has drawn scrutiny. Advertisers are only blocked when fraud detection hits 95% confidence; otherwise, the company charges premium rates to discourage bad actors while still collecting payment.
Small violators may need eight flags to face removal, but large spenders have accumulated over 500 without being cut off. Just four campaigns that terminated this year were bringing in $67 million monthly.
Company leaders have set strict limits on crackdowns. In 2025, teams were instructed not to take steps that would cost more than 0.15% of total revenue—roughly $135 million at the time—to avoid financial shortfalls. A former safety staffer described the policy as “unacceptable,” comparing it to banks profiting from money laundering.
Meta pushed back on the figures, calling them “rough and overly-inclusive” and saying they included legitimate content. Spokesperson Andy Stone pointed to improvements: a 58% reduction in global scam ad reports over the past 18 months and the removal of 134 million scam items in 2025 alone. The company targets reducing illicit ad revenue to 7.3% by year-end and 5.8% by 2027.
Regulators are watching closely. Britain’s Competition and Markets Authority linked Meta’s platforms to 54% of payment fraud losses in 2023, while the U.S. SEC has opened inquiries.
As Meta’s ad business topped $90 billion in the first half of 2025 via investor reports , the revelations highlight a core conflict: tougher controls protect users but threaten profits. With AI enhancing ad precision, the pressure to balance safety and earnings will only intensify.
