Experts suggest that a significant operation, believed to be based in China, is employing a drop-shipping scheme that facilitates the sale of controversial or potentially illegal products. Zach Edwards, a senior threat researcher at cybersecurity firm Silent Push, highlights that this operation likely acts as a reshipper, capitalizing on low-cost items sourced from various online retailers. The typical pattern for drop-shippers involves waiting for customer orders, followed by purchasing items at lower prices, repackaging them, and then shipping them directly to consumers.
According to Edwards, the entity behind this operation is probably behind hundreds of websites, applying moderate price markups and generating Facebook pages to promote their offerings. He describes this as a “spray-and-pray method,” indicating that even if some advertisements are removed, others continue to circulate unchecked.
Meta, the parent company of Facebook, has established policies banning advertisements for weapons, silencers, and related modifications. As per Meta, advertisements undergo a review process that combines automated systems with human oversight. However, enforcement remains inconsistent; while at least 74 ad campaigns identified in a recent analysis were taken down for violating policies, numerous others managed to remain active.
Following inquiries from WIRED, Meta confirmed the removal of the problematic ads and their associated accounts. Nevertheless, a subsequent search of Meta’s Ad Library revealed the continuation of nearly identical advertisements. Meta spokesperson Daniel Roberts acknowledged that malicious actors adapt their tactics to evade detection, prompting Meta’s ongoing investment in tools and technology aimed at removing prohibited content.
Roberts noted that many flagged advertisements displayed minimal engagement, implying low visibility among users. However, at least two scrutinized ads garnered significant attention, receiving thousands of comments that included allegations of being a government sting operation, grievances from self-identified customers regarding non-delivery of items, and testimonials from others claiming the products functioned as intended. Attempts by WIRED to contact several commenters who claimed to have purchased items went unanswered.
The issue has also piqued the interest of officials from the U.S. Department of Defense. An internal presentation reportedly viewed by the Pentagon staff indicated that a targeted advertisement for a fuel filter had reached U.S. military personnel using government computers at the Pentagon. This presentation, delivered to senior military personnel, raised concerns about how social media algorithms could be leveraging data to target service members directly.
Despite the apparent lack of transparency from Meta’s Ad Library regarding ad targeting mechanisms, researchers indicate that the company’s powerful advertising tools may allow users to reach highly specific audiences, including gun enthusiasts and military personnel. Even though Roberts asserted that no evidence was found indicating that ads were directly targeting military members, WIRED discovered that advertisers could easily target users who self-identify as part of the military, a demographic that Meta estimates could include over 46,000 individuals.
Historically, Meta’s platforms have encountered challenges in curbing the sale of firearms and related accessories. A recent joint report found that over 230 advertisements for rifles and ghost guns were circulated on Facebook and Instagram within a three-month span, often directing prospective buyers to third-party platforms such as Telegram to finalize transactions. Additionally, two individuals were recently charged in Los Angeles County for operating an unlicensed firearms dealing business via Instagram, allegedly promoting the sale of over 60 firearms, including untraceable ghost guns. Both individuals have since pleaded guilty.
While silencers are infrequently detected in criminal activities, their usage is on the rise, with more than 5 million registered in the United States, a significant increase from 1.3 million in 2017. This evolving landscape of online sales and targeted advertisements raises questions regarding cybersecurity and enforcement capabilities. The operational strategies employed by malicious actors often align with tactics outlined in the MITRE ATT&CK framework, such as initial access through social media platforms and using evasion techniques to maintain presence and operations undetected.
As this situation unfolds, business owners must be vigilant regarding the complex intersection of social media advertising, cybersecurity risks, and regulatory compliance, especially as these elements impact both operational integrity and broader public safety.
