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Martin Lewis takes on Facebook for using his image in fake ads

Published on: November 17 2023 by This Morning

Martin Lewis takes on Facebook for using his image in fake ads

Table of Contents:

  1. Introduction
  2. The Problem of Scam Advertisements on Facebook 2.1. The Rise of Scam Advertisements 2.2. The Impact on Individuals and Society 2.3. Inadequate Measures by Facebook
  3. Martin Lewis's Fight against Scam Advertisements
  4. The Legal Battle with Facebook 4.1. Jurisdiction Issues 4.2. Facebook's Role as a Publisher
  5. The Need for Better Protection 5.1. The Onus on Facebook 5.2. The Emotional Toll on Victims
  6. Possible Solutions 6.1. Strict Advertising Policies and Enforcement 6.2. Facial Recognition Technology 6.3. Industry Collaboration
  7. Martin Lewis's Call for Action 7.1. Support from the Public 7.2. Donating Damages to Scam Charities
  8. Conclusion

The Problem of Scam Advertisements on Facebook

Scam advertisements on Facebook have become a pervasive issue, plaguing users and tarnishing the platform's reputation. These ads exploit unsuspecting individuals, promising quick riches through schemes such as Bitcoin trading. Despite efforts by Martin Lewis and his team to report these fraudulent ads, Facebook's response has been lackluster, placing the burden on victims to report and remove the ads themselves. This article delves into the problem, explores Lewis's fight against the scams, discusses the legal battle with Facebook, and suggests possible solutions to better protect users.


Over the past year, an alarming number of scam advertisements have taken over Facebook, using the faces of innocent individuals, including Martin Lewis. These ads entice users with promises of easy money through Bitcoin trading, leading them down a treacherous path of financial loss. While legitimate companies faced consequences for misusing Lewis's image, the scammers seem to elude Facebook's grasp. This article sheds light on the distressing prevalence of these scams, the impact they have on individuals and society, and the need for Facebook to take stronger action.

The Rise of Scam Advertisements

The proliferation of scam advertisements on Facebook has reached alarming levels. Lewis estimates that over fifty different scam ads featuring his image have appeared on the platform in the past year alone. The ads often masquerade as reputable news sources, further misleading unsuspecting users. The scams prey on the vulnerability of individuals who are desperate to make money quickly, promising high returns with little effort. However, what awaits victims is a web of deception and financial ruin.

The Impact on Individuals and Society

The consequences of falling prey to these scams extend far beyond financial loss. Victims often experience feelings of shame, anger, and helplessness. The scams erode trust in the online ecosystem, with users becoming increasingly skeptical and hesitant to engage in legitimate online opportunities. The prevalence of these scams not only harms individuals but also undermines the integrity of online advertising as a whole. The need for robust protection against scam advertisements has become urgent.

Inadequate Measures by Facebook

Facebook's response to the scam ad problem has been deeply flawed. Despite Lewis and his team diligently reporting the ads, Facebook's actions have been slow and inconsistent. The platform claims that it relies on user reports to identify and remove fraudulent ads, placing the burden on victims to combat the scams themselves. This approach is both ineffective and unfair, as it forces individuals like Lewis to navigate a complex reporting process and invest significant time and effort in protecting others.

Martin Lewis's Fight against Scam Advertisements

Lewis has emerged as a vocal advocate against scam advertisements on Facebook. He has taken legal action to hold the platform accountable for allowing his image to be associated with fraudulent schemes. While some argue that Facebook bears no UK jurisdiction or responsibility as a publisher, Lewis maintains that the company is being paid to facilitate these scams. His fight is not driven by a desire for personal monetary gain but rather to protect vulnerable individuals from falling victim to these unscrupulous practices.

The Legal Battle with Facebook

The legal battle between Martin Lewis and Facebook raises crucial questions regarding jurisdiction and the platform's role as a publisher. Facebook argues that it is not subject to UK jurisdiction, given that Facebook UK does not technically exist. Additionally, the platform denies being a publisher, claiming it merely provides a space for advertisers to promote their content. However, Lewis contends that since Facebook is paid to publish these ads, it should be held responsible for their content and the harm caused.

The Need for Better Protection

The onus for combating scam advertisements should not fall solely on the victims. Facebook must take more proactive measures to ensure the safety and well-being of its users. The current approach, which relies on individuals reporting fraudulent ads, is ineffective and burdensome. Furthermore, the emotional toll on victims cannot be overlooked. While Lewis and his team dedicate significant time and resources to combating these scams, they face hostility from victims who mistakenly believe Lewis has scammed them.

Possible Solutions

Addressing the issue of scam advertisements requires a multi-faceted approach. Firstly, Facebook must establish and enforce strict advertising policies, swiftly removing any fraudulent ads reported by users. Secondly, implementing facial recognition technology could help identify instances where individuals' images are misused in scam advertisements. Lastly, collaboration between industry stakeholders, regulators, and law enforcement agencies can enhance efforts to combat these scams effectively.

Martin Lewis's Call for Action

Martin Lewis urges the public to support his fight against scam advertisements on Facebook. He seeks substantial damages from the platform, intending to donate every penny to scam charities. Lewis also calls upon Facebook to develop a notification system that alerts individuals when their pictures or names are used in ads, enabling them to confirm authenticity. His aim is not personal gain, but to protect vulnerable individuals from the devastating consequences of falling victim to these scams.


The prevalence of scam advertisements on Facebook and the platform's inadequate response pose significant challenges to individuals and society at large. Martin Lewis's battle against these scams is not only a fight for justice but also a call for better protection of vulnerable individuals. By addressing the jurisdictional issues and holding Facebook accountable as a publisher of these fraudulent ads, progress can be made to create a safer online environment. It is crucial for Facebook to take immediate action and collaborate with stakeholders to combat scam advertisements effectively.

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