Meta launches cross-border lawsuits in Brazil and China over AI deepfake scams exploiting celebrities and global consumers.
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| Legal action by Meta underscores growing global concern over AI-powered scams and the responsibilities of social media platforms in Brazil, China and beyond. Image: CH |
Tech Desk — March 1, 2026:
Meta Platforms has filed lawsuits against companies and individuals in Brazil and China, intensifying its legal campaign against the misuse of artificial intelligence to run sophisticated online scams.
The parent company of Facebook, Instagram and WhatsApp said the defendants used AI-generated deepfake videos of celebrities and trusted public figures to promote fraudulent health products and investment schemes across its platforms.
According to Meta, four advertisers are at the center of the legal action, accused of impersonating well-known celebrities and brands to mislead users. The cases highlight how generative AI tools are enabling criminals to produce convincing fake videos and voice recordings at low cost and scale.
These deepfakes were allegedly used to advertise unregulated healthcare products in Brazil and lure victims into so-called investment groups targeting users in countries including the United States and Japan.
Industry analysts say the lawsuits reflect a broader shift as technology companies move from content moderation alone to direct legal enforcement against organized fraud networks.
In Brazil, Meta filed suit against B&B Supplements e Cosmetics and Brights Academia de Treinamento, along with two individuals, alleging they ran a scheme using a deepfake video of prominent cancer specialist Drauzio Varella.
The complaint states the video falsely portrayed Varella endorsing healthcare products without approval from relevant regulatory authorities. Meta further alleged that Brights Academia de Treinamento sold courses teaching others how to replicate similar deepfake marketing tactics, potentially amplifying the reach of such fraud.
Varella has publicly criticized Meta’s enforcement systems, arguing that the company’s platforms act as intermediaries that enable deceptive content to reach millions. He contends that social media companies profit from the broad distribution of such videos and should bear greater responsibility for preventing their spread.
Meta has also sued Vitor Lourenço de Souza and Milena Luciani Sanchez over alleged related practices in Brazil.
In China, Meta filed a lawsuit against Shenzhen Yunzheng Technology, accusing the company of promoting fraudulent celebrity-endorsed investment advertisements targeting users abroad.
The company alleges the ads were part of a larger international scheme that lured individuals into online investment groups promising unrealistic financial returns — a pattern increasingly associated with AI-enhanced impersonation scams.
Meta also took action against Vietnamese national Li Van Lam for allegedly publishing deceptive advertisements related to luxury brand Longchamp handbags.
The lawsuits underscore mounting pressure on global technology companies to address AI-driven deception more aggressively. While Meta positions the legal actions as a proactive defense of users and brand integrity, critics argue that enforcement must be matched by stronger ad screening systems and faster removal of fraudulent content.
As artificial intelligence tools become more advanced and accessible, the legal battles unfolding in Brazil, China and beyond may serve as a test case for how far platforms can go in policing digital fraud — and whether litigation can meaningfully deter an increasingly borderless cybercrime economy.