The news: Meta is expanding advertiser verification requirements on its platforms and launching new scam protection tools on Facebook, Messenger, and WhatsApp.

Advertisers could be required to verify based on factors like where their ads are delivered, whether there’s a prior history of not following rules, and if the type of ads being run are more susceptible to scam abuse.

• Meta said it wants verified advertisers to make up 90% of ad revenues by the end of the year, up from 70% now. The other 10% will come from low-risk businesses like mom and pops.
• “The goal is to promote greater transparency, and limit advertiser identity fraud,” Meta said in a blog post.

The tool additions include Facebook alerts for suspicious friend requests, warnings about WhatsApp device linking, and more advanced scam detection within Messenger.

Zooming out: Social media scams are surging, posing brand safety risks for advertisers and consumer protection risks for Meta. By tightening advertiser verification and layering in more scam detection tools, the social giant is aiming to protect both users and the integrity of its ads ecosystem.

• One-third of US consumers have recently encountered a suspected scam on social media, per Clutch.
• Most (61%) believe that platforms—like social media companies and marketplaces—are the most responsible for preventing ecommerce scams.

Why it matters: The prevalence of social media fraud and users’ belief that platforms need to step up could erode consumer trust in the veracity of posts and ads on Meta. This could damage campaign efficacy, reduce clickthroughs, and create advertiser anxieties about whether legitimate ads are appearing alongside fraudulent content.

Scams are not a fresh issue for Meta: It knowingly earned up to 10% of its annual revenues in 2024—around $16 billion—from scam and banned product ads, per Reuters. Advancing user protection practices could help avoid future action from US and UK regulators.

Implications for marketers: At a time when digital platforms are facing mounting scrutiny from regulators, users, and advertisers, stronger verification and scam prevention standards set Meta up as proactively addressing fraud, rather than reacting defensively to backlash.

These initiatives are tying user safety to revenue durability, reinforcing how trust is increasingly central to Meta’s long-term ad growth.