Meta has announced the introduction of enhanced measures to combat fraud in Poland, aiming to capture a larger volume of deceptive activities, the American tech giant confirmed on Friday.
Among the new initiatives are advanced artificial intelligence models and verification processes for financial advertisements directed at Polish users. These actions are a direct response to fraudulent ads appearing on Meta’s platforms.
On Thursday, Deputy Prime Minister and Minister of Digital Affairs Krzysztof Gawkowski announced that he had submitted a request to the European Commission for a fine of approximately one billion zlotys against Meta.
The issue revolves around deceptive advertisements appearing on Facebook and Instagram in Poland, which feature images of well-known individuals, including celebrities, politicians, and entrepreneurs.
Meta emphasized its ongoing commitment to combating fraudulent content by investing in new technologies and partnerships to enhance the detection and fight against evolving scams. The company stated, “We are continuously developing our approach to tackling fraudulent content, investing in new technologies and partnerships that enable us to detect and combat the ever-changing tactics of fraudsters more effectively.”
To further this goal, Meta is deploying advanced AI systems to better identify fraudulent activities in Poland. The company explained that it currently uses AI systems capable of preventing more scams and identifying and blocking numerous accounts impersonating celebrities and other public figures. This technology has led to a reduction of over 80% in reports from users concerning the most commonly exploited images of notable individuals. In response to the evolving tactics of criminals attempting to bypass these systems, an enhanced AI system is being launched in Poland, designed to further limit instances of impersonation. Poland is among the first countries in Europe to implement this new AI system to combat fraud.
Additionally, Meta will implement verification processes for financial advertisements targeting users in Poland. The company clarified that it currently requires advertisers to confirm their identity under certain circumstances, such as when their account exhibits potentially suspicious behavior.
Meta asserts that decisively reducing fraud is one of its top priorities and that it is working on multiple fronts to achieve this goal. “We protect users of our applications through automated protection systems, dismantle criminal networks of fraudsters, collaborate with public institutions and both Polish and global private sector partners, and help people recognize and avoid scams through warnings, safety features, and tips available on our platforms,” the company stated.
Furthermore, Meta reported that from July 2024 to June 2026, reports of advertisements containing fraud dropped by 83% in Poland, and from July 2025 to June 2026, 137,000 fraudulent ads were removed, with over 88% taken down before anyone reported them.
