Andrew Forrest Sues Meta Over Deceptive Facebook Ads

Andrew Forrest, Australia’s second-richest individual, has launched a lawsuit against Meta, the parent company of Facebook, for allegedly allowing deceptive ads that misuse his likeness to promote fake crypto projects and other fraudulent investments. These ads, which appeared on Facebook, falsely depicted Forrest endorsing various scam ventures, leading to significant financial losses for those deceived.

The lawsuit claims that over 1,000 misleading advertisements were spread on Facebook in Australia between April and November 2023. These ads were designed to appear legitimate, often featuring fake testimonials and doctored “deepfake” videos of Forrest. Additionally, the lawsuit alleges that Meta’s software, possibly utilizing Generative AI, played a role in creating some of these scam ads.

Meta’s Role and Legal Proceedings

Meta attempted to dismiss the lawsuit, but U.S. District Judge Casey Pitts ruled against it. The judge stated that Forrest has the right to prove Meta’s negligence, arguing that the company failed to operate in a commercially reasonable manner by allowing the fraudulent ads to bypass its review systems.

“Dr. Forrest claims that Meta profited more from ads that included his likeness than it would have if the ads had not,” Pitts wrote. “This is enough to adequately plead that the alleged misappropriation was to Meta’s advantage.”

Forrest’s lawsuit also highlights that Meta provides various tools for creating and enhancing ads, which advertisers access through a separate platform. It further alleges that Meta does not review ads before they are paid for, contributing to the spread of deceptive content.

This lawsuit underscores the growing concerns over social media platforms’ responsibility in preventing the dissemination of fraudulent content. As Forrest seeks legal recourse, the outcome of this case could have significant implications for how social media companies manage and vet advertisements.