TL;DR
Reuters reviewed internal Meta documents showing the company used the public Ad Library and removal tactics to make scam ads harder for regulators to find, while also launching enforcement efforts. Meta says removing ads from the library reflects real removals and denies seeking to mislead regulators.
What happened
Internal materials reviewed by Reuters describe how Meta responded to pressure from Japanese authorities over a surge of obvious scam ads on Facebook and Instagram. Fearing a government mandate to verify all advertisers, teams at Meta ran repeated Ad Library keyword searches, identified the terms Japanese users and legislators were using, and removed ads that surfaced for those queries. The company framed this work as reducing the "prevalence perception" of fraudulent ads by making problematic content "not findable" to regulators, investigators and journalists. The Japan effort reportedly showed dramatic reductions in Ad Library search results within weeks and was singled out by company memos as a model to be added to a broader global "playbook" aimed at staving off advertiser-verification mandates in multiple markets. Meta spokespeople said removing scam ads from the library reflects actual platform enforcement and disputed characterizations that the practice amounted to misleading regulatory theater.
Why it matters
- The Ad Library was built as a transparency tool; managing its search results can change what regulators and the public see about platform risks.
- Meta places high priority on protecting advertising revenue, and the documents show tactics intended to avoid regulation that could reduce ad income.
- If problematic ads are made less discoverable rather than systematically prevented, consumer-facing fraud and regulatory risk may persist.
- Regulators and lawmakers in multiple jurisdictions have taken notice and in some cases sought formal information or legal responses.
Key facts
- Reuters reviewed an internal cache of Meta materials from the past four years, authored across finance, legal, public policy and safety teams.
- In Japan, Meta teams identified top keywords and celebrity names used to find scam ads and repeatedly ran those searches, deleting ads that appeared fraudulent from the Ad Library and the platforms.
- Company memos described the tactic as making problematic content "not findable" for "regulators, investigators and journalists."
- Meta added the search-result management tactic to a "general global playbook" used in markets including the United States, Europe, India, Australia, Brazil and Thailand.
- Meta assigned handling of scams the highest possible internal risk score in 2025 and ran an internal analysis estimating potential regulation in Europe and Britain could cost up to $9.3 billion.
- A former Meta fraud investigator called the practice "regulatory theater," saying it can distort the story the Ad Library tells about scam prevalence.
- Meta spokesperson Andy Stone said removing scam ads from the library is not misleading, emphasized it as part of broader anti-scam work, and said user reports of scams fell by about 50% over the past year.
- Meta documents showed 55% of last year’s advertising revenue came from verified sources; the company later said 70% of revenue comes from advertisers it considers verified.
- Reuters previously reported that Meta-classified "high risk" scam ads may generate as much as $7 billion in revenue annually.
What to watch next
- Formal inquiries and requests for information by regulators (for example the European Commission has sent a formal request for details about Meta’s handling of scam ads).
- Not confirmed in the source: whether additional countries will impose universal advertiser verification mandates on Meta or legislate new transparency requirements.
- Not confirmed in the source: how courts and regulators will weigh the distinction between removing content versus making it less discoverable for oversight purposes.
Quick glossary
- Ad Library: A publicly searchable repository provided by Meta where users can look up active and past ads on Facebook and Instagram using keywords.
- Universal advertiser verification: A policy requiring platforms to verify the identity of all advertisers before accepting their ads, intended to increase transparency and reduce fraud.
- Discoverability: The ease with which content can be found via search tools or indexes; lowering discoverability can make material harder for users or investigators to locate.
- Regulatory playbook: A set of company strategies or procedures designed to respond to regulatory pressure or inquiries across jurisdictions.
Reader FAQ
Did Meta intentionally remove scam ads to hide them from regulators?
Documents reviewed by Reuters indicate teams deleted ads that appeared in regulator-targeted searches to reduce their visibility; Meta says removing such ads is part of enforcement and not misleading.
Did Japan force Meta to verify all advertisers?
Not confirmed in the source. The documents say Japan did not mandate the verification and transparency rules Meta feared.
Would universal advertiser verification stop scams?
Meta’s documents indicate verification would reduce scam activity, but the company told Reuters verification is not a "silver bullet" and works best alongside other measures.
Are regulators investigating Meta over scam ads?
Yes. The Reuters report notes U.S. senators urged U.S. regulators to investigate, the European Commission sent a formal information request, and a U.S. Virgin Islands attorney general filed a lawsuit.
REUTERS/Illustration/Catherine Tai A REUTERS SPECIAL REPORT Meta created ‘playbook’ to fend off pressure to crack down on scammers, documents show As regulators press Meta to crack down on rogue advertisers…
Sources
- Meta created 'playbook' to fend off pressure to crack down on scammers
- Meta is earning a fortune on a deluge of fraudulent ads …
- Internal Documents Indicate That Meta Is Earning Billions …
- How Meta's Scam Ad Revenue Impacts PPC Advertisers
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