Meta is facing renewed criticism after a report and a California lawsuit alleged that the company allowed scam advertisers to repeatedly target older users on Facebook and Instagram, despite company policies prohibiting fraudulent advertising.
NBC News reported that consumer advocates and researchers identified many scam advertisements appearing on Meta’s platforms that used misleading health claims, fake celebrity endorsements including Donald Trump, Oprah and others, decepting financial offers aimed at seniors. The ads allegedly promoted products and schemes ranging from Medicare-related services to investment opportunities.
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The scrutiny comes as Santa Clara County, California, sued Meta Platforms, accusing the social media giant of profiting from scam advertisements while failing to adequately prevent repeat offenders from purchasing ads on its platforms.
According to the lawsuit, fraudulent advertisers were often able to continue operating even after prior violations. County officials alleged the company earned significant advertising revenue from scams that disproportionately affected older adults, who are frequently targeted online because they may be less familiar with digital fraud tactics.
Meta denied the allegations and said it actively works to combat scams across its services. In a statement cited by multiple reports, the company said scams violate its policies and that it has invested heavily in detection and enforcement systems.
“We aggressively fight scams on and off our platforms because they’re not good for us or the people and businesses that rely on our services,” a Meta spokesperson said. The company also said it removed millions of scam advertisements last year as part of broader enforcement efforts.
NBC News reported that some of the scam ads reviewed appeared to imitate legitimate businesses or used manipulated images of public figures to gain users’ trust. Researchers and consumer advocates warned that such tactics can be especially effective against older Americans concerned about health care costs, retirement savings or financial security.
The issue reflects growing pressure on major technology companies to strengthen protections against online fraud as digital scams continue rising nationwide. Federal agencies, including the FBI and Federal Trade Commission, have repeatedly warned that seniors remain among the most vulnerable groups to online financial scams.
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Consumer advocates argue that platforms like Facebook should face stricter oversight because of the scale and reach of their advertising systems. Supporters of stronger regulation say repeat scam advertisers should be permanently banned and that platforms should be required to verify advertisers more thoroughly before allowing campaigns to run.
The lawsuit against Meta remains ongoing, and the company has not announced any major policy changes in response to the latest allegations. Meanwhile, researchers and lawmakers continue calling for tougher safeguards to protect older users from increasingly sophisticated online fraud schemes.