A prominent Polish billionaire known as the “Closet King” said he is considering taking legal action against Meta for allowing the circulation of “deepfake” ads depicting him and his wife.
Earlier this month, Poland’s Office of Personal Data Protection imposed a three-month ban blocking Meta from publishing fake ads using real-life data and images of business executive Rafal Brzoska and his wife, a local journalist. and TV presenter Omena Mensah.
Brzoska — who built a $1 billion fortune as founder and CEO of package storage and delivery firm InPost — signaled that the ruling is likely to be just the beginning of a campaign to hold parent Facebook and Instagram accountable.
“It’s going to be a long battle, and I want to find out how big the revenue is from ads that use deepfakes for fraudulent purposes,” Brzoska said in an interview with Bloomberg.
Brzoska and Mensah identified “up to 263 advertisements” in their complaint to Poland’s Office of Personal Data Protection, according to the agency’s press release. Meta was first notified of the issue on July 4.
The complaint was referred to Ireland’s Data Protection Commission, which serves as Meta’s regulator in Europe and has repeatedly slammed the social media giant over its data practices in recent years.
“False information about the journalist’s death, the fact that she was beaten by her husband or that she was sent to prison has been spread on Facebook,” said Poland’s Personal Data Protection Office.
The Post has contacted the Met and the Irish Data Protection Commission for comment.
Brzoska told Reuters that he and his wife plan to file a separate lawsuit against Meta and will “decide in the coming weeks” on jurisdiction.
“We are considering absolutely all scenarios, including a lawsuit in the United States if there is inaction in Europe,” Brzoska added.
In a statement last week, Meta said it was reviewing Poland’s three-month ban.
“Scammers use every platform available to them to scam people and are constantly adapting to avoid being caught. Cheating content breaks our rules and we remove it when we find it,” a Meta spokesperson said at the time.
“We also partner with businesses, local administrations and law enforcement to defeat these committed criminals.”
The crash is the latest sign of growing scrutiny of the rise of AI-generated “deepfake” images on Facebook, Instagram and other social media platforms.
In April, Meta’s supervisory board said it was looking into the company’s handling of two cases of AI-generated pornographic images, including an unidentified “American public figure,” that were spread across its apps.
It followed the alarming spread earlier this year of fake pushy images of Taylor Swift on social media, which sparked calls from lawmakers for new legislation to protect users.
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