Meta rolls out stronger anti-scam measures in Poland after government pressure

Meta said Tuesday it is rolling out an upgraded artificial intelligence system to detect online scams in Poland and will require all financial-services advertisers targeting Polish users to verify their identities following government pressure over fraudulent advertising on Facebook and Instagram.

Poland is among the first European countries where the US technology company is deploying the enhanced AI system, which is designed to detect scams and identify and block accounts impersonating celebrities, politicians, business figures and other public personalities.

Meta said it would also extend identity checks to all advertisers promoting financial services to users in Poland, with implementation expected to be completed within weeks.

The measures come after Polish Deputy Prime Minister and Digital Affairs Minister Krzysztof Gawkowski asked the European Commission to fine Meta €250 million ($291 million) under the EU’s Digital Services Act (DSA).

The Polish government accused the company of failing to act effectively against fraudulent advertisements and deepfake content used to deceive users and obtain money.

Gawkowski’s request cited tests conducted by CERT Polska, the country’s computer emergency response team operated by state research institute NASK.

Researchers reported 122 advertisements they considered clearly fraudulent to Meta. According to the ministry, 106, or 86.8%, were not removed following the reports.

The Commission has said it will examine evidence provided by Polish authorities.

Meta, however, says its existing anti-fraud measures are producing substantial results. The company said reports by Polish users of scam advertisements fell 83% between July 2024 and June 2026.

The dispute has intensified amid growing concern in Poland over advertisements using artificially generated images and videos of well-known figures to promote fraudulent investments and other scams.

Polish entrepreneur and InPost chief executive Rafal Brzoska, whose image has repeatedly appeared in fake advertisements, has also campaigned for tougher action against online platforms.