UK's Facebook users invited to flag fake ads

Facebook users in the United Kingdom will get some protection from the deluge of fake advertisements on the site, thanks to a new tool that allows people to report suspicious content.

The latest line of defense was introduced this week as part of a deal between British consumer champion Martin Lewis, who founded the finance information and discussion website MoneySavingExpert, and Facebook. Lewis had been pursuing legal action against Facebook over his claim that his name and likeness were used as "celebrity endorsement" on scores of fraudulent ads without his approval. He agreed to drop his legal action in return for Facebook setting up the new reporting feature and donating 3 million pounds ($3.7 million) to a charity that will help victims of online scams.

"Millions of people know a scam when they see it, and millions of others don't," Lewis said. "So now, I'd ask all who recognize them to use the new Facebook reporting tool, to help protect those who don't."

Lewis said the UK faces "an epidemic of online scam ads" and lacks effective laws to prevent them.

People will now be able to click on three dots that will appear at the top of all Facebook ads and select "report ad" if they want to launch an investigation by a dedicated team. Facebook says it has now tripled the size of its global safety and security team, to 30,000 people.

Steve Hatch, Facebook's vice-president for Northern Europe, said: " Through our work with Martin Lewis, we're taking a market-leading position and our new reporting tool and dedicated team are important steps to stop the misuse of our platform."

Scam adverts often use photos of celebrities without their permission and wrongly claim they have endorsed products, typically such things as "get rich quick" schemes, cryptocurrency and diet pills.

The MoneySavingExpert website says more than 1,000 fraudulent and misleading ads were taken down as a result of Lewis' initial complaint about the misuse of his name and image.

Citizens Advice, a network of charities that offer free legal advice in the UK, will help support victims of online fraudsters, thanks to the 3-million-pound donation. It will establish Scams Action, which will feature a dedicated phone line and one-on-one meetings with victims. It expects to help 20,000 people in its first year.

Citizens Advice said the range of online scams is immense but people should be wary if something seems too good to be true or is much cheaper than it should be. Other warning signs include being asked to pay for things quickly or in an unusual way, and being asked to provide personal information.

earle@mail.chinadailyuk.com

(China Daily 07/18/2019 page12)