Meta, the parent company of Facebook, Instagram, and WhatsApp, has announced legal actions against several individuals and businesses that have exploited deepfake technology to create hyper-realistic images of celebrities for fraudulent advertising. The company claims that these deepfakes are used on social media to misinform users, perpetrate scams, or create non-consensual sexualized images of individuals. In its statement, Meta revealed that it has initiated lawsuits against four advertisers who impersonated well-known celebrities and brands to deceive consumers and defraud them in the process.

In Brazil, Meta specifically targeted Daniel de Brites, who allegedly ran a fraudulent scheme using deepfakes of a highly respected doctor to promote health products without the necessary regulatory approval. This action highlights the broader concern about the misuse of deepfake technology and the complexities of regulating such practices. Meta's legal proceedings reflect a proactive approach to combat these deceptive tactics and protect both users and reputable brands from potential harm.

The implications of these lawsuits extend beyond just the individual cases; they raise awareness about the dangers associated with deepfakes, particularly in contexts like advertising and health where credibility is crucial. By taking these steps, Meta is not only reinforcing its commitment to combat misinformation on its platforms but also potentially setting a precedent for other tech companies to follow suit in addressing the misuse of AI-driven content creation.