Short answer
Scam ads that use a well-known person’s face — often called celeb-bait — usually push fake investments or products through a page that imitates a news site. Report the ad (on Facebook and Instagram: the three dots → Report ad), the page or profile running it through Meta’s impersonation form, and, if your brand or trademark is used, the intellectual property form. Meta says it uses facial recognition to block celeb-bait ads for public figures who are enrolled. Warn your followers publicly, and report to the authorities if people lost money.
How these scams work
- An advertiser account — often new or hacked — runs ads with your photo, a fake quote or an AI-generated video of you.
- The ad leads to a page styled as a news article, then to an investment, crypto or product scheme.
- The same creative is copied across many accounts, so one takedown is rarely the end.
Step 1: capture the evidence
- Screenshot the ad with the advertiser name visible, and copy the link to the ad or its entry in the Meta Ad Library.
- Save the landing-page URL; don’t enter any data on it.
- Collect messages from people who contacted you about it — they show real harm.
Step 2: report the ad and the impostor
- Meta: report the ad from its menu; report the page or profile impersonating you through the impersonation form — you can do this even without a Facebook account. If your registered trademark or copyrighted photo is used, the IP report form for ads is usually the fastest route.
- Google and YouTube: open the ad menu and choose Report ad, selecting scam or misrepresentation.
- For public figures, Meta says it compares faces in suspected celeb-bait ads with the person’s profile pictures and blocks confirmed scams; it has said public figures in the UK and EU would be offered an opt-in to this protection.
Step 3: protect your audience
- Pin a short statement: you never promote investments, never ask for money by message, and your only accounts are the ones listed.
- Ask followers to report the ads rather than comment on them.
- If people lost money, point them to their bank and the official reporting channel in their country — see where to report, by country.
When reports aren’t enough
Persistent campaigns need a coordinated case: impersonation, IP and advertiser reports filed together with consistent evidence, and the advertiser accounts tracked as they reappear. That is part of our impersonation and content removal work for public figures, executives and brands.
Frequently asked questions
Can I report a scam ad if I don’t have a Facebook account?
Impersonation can be reported through Meta’s form without an account; reporting an ad from its menu requires being logged in.
Someone made a deepfake video of me for an ad. Is that impersonation?
Yes, presenting you as endorsing something you don’t is impersonation and usually a scam; report it as both, with your real profiles as proof.
Why do the ads keep coming back?
Scammers rotate advertiser accounts. Each new ad has to be reported, which is why consistent evidence and IP reports matter.
Should I contact the scammers?
No. Don’t engage, pay or click their links. Report and document.
Sources: Meta — report an ad that violates Advertising Standards, Facebook Help — report an impersonating profile or Page, Facebook Help — report an ad for IP infringement, Meta Newsroom — facial recognition against celeb-bait, Google Ads Help — how to report an ad