The issue of movie star scams has been a long-running one for Meta.
It turned so important within the 2010s that Mr Lewis took authorized motion towards Fb, however he in the end dropped the case when the tech big agreed to introduce a button so individuals might report rip-off advertisements.
Along with introducing the button, Fb additionally agreed to donate £3m to Residents Recommendation.
However, since then, the scams have change into extra complicated and considerably extra plausible.
They’re more and more powered by so-called deepfake expertise, the place a practical computer-generated likeness or video is used to make it seem to be the movie star is backing a services or products.
Meta has confronted stress to do one thing concerning the rising menace of those advertisements.
On Sunday, Mr Lewis urged the federal government, exterior to offer the UK regulator, Ofcom, extra powers to sort out rip-off advertisements after a faux interview with Chancellor Rachel Reeves was used to trick individuals into gifting away their financial institution particulars.
“Scammers are relentless and constantly evolve their ways to attempt to evade detection,” Meta acknowledged.
“We hope that by sharing our method, we may also help inform our trade’s defences towards on-line scammers,” it added.
