Meta, the parent company of Facebook and Instagram, announced on October 26 that it is taking legal action against individuals and companies from Brazil, China, and Vietnam. The lawsuit is focused on those accused of employing deepfake technology to generate misleading advertisements. Specifically, in Brazil, entities have been reported for using manipulated likenesses of famous personalities to sell counterfeit health products. This practice, referred to by Meta as 'celebrity baiting', poses significant risks by undermining user trust and contravening the platform's advertising policies.

The wrongful ads created through deepfake methods are designed to be indistinguishable from legitimate marketing content, making it challenging for users to identify fraudulent schemes. Meta's statement emphasizes the adverse impact such operations have on public confidence and the integrity of its services. The company is determined to tackle these deceptive practices, highlighting its commitment to upholding the trust of its users and ensuring safety in their advertising environment.

In its ongoing efforts, Meta's legal actions not only target those directly involved but also encompass various firms in the health and supplement industries that are implicated in these fraudulent campaigns. The company aims to mitigate the proliferation of misinformation and restore faith in digital advertisements, particularly as the prevalence of deepfake technologies continues to rise. With the growing sophistication of these tactics, it is critical for tech companies like Meta to enforce stricter regulations against such abuses.