Leadership and Companies
Platform disputes Instrat’s estimates of scam-ad revenues in Poland
Meta rejects Instrat’s report, calling its estimates unreliable and detailing new anti-fraud measures in Poland.
What happened
Meta has rejected a report by the Instrat Foundation that estimated its revenues from fraudulent advertising in Poland. The company says the report wrongly treated every removed advertisement as fraudulent, used European Union reach data as a proxy for Poland, assumed each advertisement was viewed three times, and applied an estimated CPM of 20.65 zlotys. Meta also criticised the sample of 108 advertisements seen on one deliberately configured iOS device across three days. It said its new AI system removes 50% more impersonation advertisements, while 100% of financial-services advertisers targeting Poland will require verification. Meta says it removed 137,000 fraudulent advertisements from July 2025 to June 2026, with over 88% removed before user reports.
Why it matters
The dispute challenges the report’s estimate of platform revenue linked to fraudulent advertisements. Meta’s measures also raise verification requirements for financial-services advertisers targeting Poland and indicate a reported 83% decline in its scam-ad reporting rate.
Source: Meta Newsroom