The dispute between Rafał Brzoska and Meta has escalated beyond a private confrontation, as the Polish Business Council (PRB) has publicly supported Brzoska’s calls for increased accountability of digital platforms regarding advertisements that misuse the images of well-known individuals without consent.
In a statement released on Friday, the organization warned that the widespread occurrence of investment scams advertised online undermines economic security and erodes trust in the digital marketplace.
The PRB contends that the issue arises from the mass issuance of paid advertisements that exploit the images of entrepreneurs and public figures to promote fraudulent investments and various types of scams.
They emphasize that Brzoska’s lawsuit against Meta holds implications far beyond a personal legal dispute.
Meta Has Tools, Yet the Problem Persists
The Polish Business Council points out that the issue is not due to a lack of technological capabilities. According to the organization, starting in 2024, Meta will implement facial recognition technology aimed at detecting ads that use the likenesses of well-known individuals without their consent, with the solution set to be operational in the European Union by 2025.
Despite this, false advertisements involving Polish entrepreneurs continue to appear on Meta’s platforms.
The organization argues that a platform that charges for ad placements and is responsible for targeting specific audiences cannot be considered merely a passive intermediary.
Call for Legislative Action on DSA Implementation
The statement also includes a call to government authorities. The PRB indicates that effective enforcement of platform accountability is hampered by the absence of a national implementing law for the EU Digital Services Act (DSA).
The organization expects swift legislative action, stating, “The Polish Business Council anticipates decisive action from the Parliament, the President, and the Government, including the passage and signing of the implementing law for the DSA, which will equip state authorities with oversight tools for the platforms.”
Additionally, the PRB demands simplification of the procedures related to the removal of false advertisements and the pursuit of claims against platforms that continue to display them despite complaints.
The PRB underscores that the accountability of major digital market players is compatible with the advancement of innovation.
