Meta’s Battle Against Scam Ads: Insights from Former Executive
In 2019, billionaire Dutch television producer John de Mol initiated legal action against Facebook, alleging the platform’s negligence in preventing scammers from misusing his likeness in fraudulent advertisements. In response, Facebook dispatched Rob Leathern to Amsterdam to engage with de Mol’s team and address the media about the issue.
Leathern, at that time, expressed concerns to Reuters regarding the sophisticated nature of scammers. He noted that these individuals are heavily funded and continually adapt their deceptive strategies to exploit weaknesses in Facebook’s advertising systems. His role at Meta for four years saw him emerge as the public face of the company’s initiative to combat fraudulent advertising. As the head of the business integrity unit, he focused on curbing the misuse of Meta’s advertising tools by malicious entities. He also championed transparency initiatives, including the introduction of the Meta Ad Library, which offered the public access to a comprehensive archive of digital ads, and implemented identity verification processes for political advertisers.
Since departing Meta in late 2020, Leathern has observed a troubling evolution in online scams, particularly with the growing use of deepfakes and artificial intelligence to craft more persuasive fraudulent ads. He has expressed concern that major platforms have not sufficiently invested in resources and technologies to combat these increasingly sophisticated deceptive practices. In a recent interview, Leathern remarked on the stagnation in technological advancements aimed at addressing scam ads, indicating a lack of clarity regarding the current landscape of online fraud. He stressed the absence of objective metrics to assess the severity of the problem.
In a bid to enhance transparency surrounding digital advertising, Leathern has partnered with Rob Goldman, a former vice president of ads at Meta, to establish a nonprofit organization, CollectiveMetrics.org. This initiative is focused on leveraging data and analytical tools to gain insights into the prevalence of online scam advertisements. By doing so, they aim to shed light on the obscure advertising systems that generate significant revenue for companies like Meta, thus equipping business owners with critical information on deceptive practices.
Their efforts come at a time when global losses due to scams have surged dramatically. According to the Global Anti-Scam Alliance, an organization comprised of experts from various major platforms, collective losses among victims reached an alarming trillion dollars in the past year. Their 2025 Global State of Scams report revealed that nearly 23 percent of individuals have fallen prey to scams.
The same report indicates that many victims choose not to report such incidents, often due to feelings of embarrassment or uncertainty about whom to contact. Among those who did report scams, over a third claimed that no subsequent action was taken by the relevant platform. This highlights a significant gap in the responsiveness of platforms to reported fraud, exacerbating the challenges faced by victims.
As the landscape of online advertising continues to evolve, the risks associated with deceptive ads underscore the importance of proactive measures by both tech companies and business owners. With tactics derived from the MITRE ATT&CK framework, such as initial access and persistence, scammers are increasingly utilizing sophisticated methods to breach advertising trust. Understanding these tactics is essential for businesses to protect themselves and their customers in an era where online fraud is becoming all too common.
