Meta announced new measures to combat fraud in Poland, including operating an improved artificial intelligence system to detect accounts impersonating celebrities and public figures, and requiring identity verification for 100% of financial-services advertisers directing their advertisements at users in the country. The company said the implementation of the new verification requirements would be completed in the coming weeks.
The move comes as fraudsters change their methods in attempts to bypass detection systems, according to Jakub Turowski, Meta’s director of public policy for Central and Eastern Europe. The company did not specify technical details about the artificial intelligence model or how it works in the published material, but said the improved system is intended to reduce cases of impersonation and that Poland is one of the first European countries where it will be introduced.
Measures targeting two main sources of fraud
The announced measures include two main tracks:
- Detecting impersonation: Meta uses artificial intelligence systems to detect fraud operations and accounts that impersonate the names or images of celebrities and public figures. The company says this technology has reduced by more than 80% the number of user reports related to the images most frequently used to exploit well-known figures.
- Verifying financial advertisements: Whereas verification was previously required in specific cases, such as when behavior appeared potentially suspicious, Meta will require verification from all financial-services advertisers targeting Poland. The company considers this sector one of the categories frequently exploited by fraudsters.
Poland’s verification policy is linked to a global goal announced by Meta: that 90% of its advertising revenue worldwide will come from verified advertisers by the end of 2026, compared with 70% in 2025. The material does not explain how this percentage is calculated or provide details about the verification criteria that will be applied to advertisers in Poland.
The figures presented by Meta
The company said that the rate of reports of advertisements containing fraud in Poland fell by 83% between July 2024 and June 2026. It also said that it removed 137,000 fraudulent advertisements in the country between July 2025 and June 2026, and that more than 88% of these advertisements were removed before any user reported them.
These figures indicate the scale of the measures Meta says it implements automatically before content reaches users, but they remain data issued by the company itself, and the material provides no independent comparison or external verification methodology. It also contains no information about the number of advertisements that passed through the detection systems, false-positive rates, or how appeals from advertisers and users are handled.
What changes in practice?
Financial-services advertisers seeking to reach the Polish market will face a mandatory verification step, rather than verification being limited to cases triggered by indicators of suspicion. Users, meanwhile, are expected to benefit from stricter monitoring of impersonating accounts and fraudulent advertisements, but the effectiveness of the new system will depend on detection accuracy and how quickly it responds to methods that have not yet emerged.
Meta also responded in the announcement to a campaign criticizing its financial motives and its handling of fraud, rejecting what it described as a selective presentation of research and leaked documents. This point represents the company’s position and is not the result of independent verification. What is confirmed by the announcement is the expansion of verification in Poland and the launch of an improved artificial intelligence system; the extent to which the decline in reports will continue and the measures’ impact on actual fraud require independently reviewable data.