Facebook parent Meta is facing renewed scrutiny after a BBC investigation found foreign e-commerce sellers using AI-generated images and fabricated backstories to pose as UK boutiques on Facebook and Instagram. More than 60 consumers reported being misled by ads for low-cost goods shipped from Asia, despite claims of English origins and family ownership. Meta said it removed content tied to several brands and reiterated that fraud is prohibited, adding it works with Stop Scams UK and relies on user reports to improve detection. Consumer group Which? accused Meta of letting fake companies “run rampant,” while the UK’s ad regulator said platforms play a key role in policing misleading advertising and has banned similar campaigns. The episode highlights how generative AI and dropshipping models can supercharge deceptive marketing, increasing pressure on platforms and regulators under the UK’s Online Safety Act and Europe’s Digital Services Act to tighten enforcement and bolster consumer protections.
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