【部分摘要】路透社報導︱Meta容忍來自中國的猖獗廣告詐騙，以保護數十億營收

路透社報導原文

Meta tolerates rampant ad fraud from China to safeguard billions in revenue | Reuters - https://www.reuters.com/investigations/meta-tolerates-rampant-ad-fraud-china-safeguard-billions-revenue-2025-12-15/ -

（以下摘）

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A Reuters investigation reveals the owner of Facebook, Instagram and Whatsapp decided to accept high levels of fraudulent advertisements from China. Internal company documents show Meta wanted to minimize "revenue impact" caused by cracking down on the scams.

路透社調查揭露，Facebook、Instagram 和 WhatsApp 的擁有者決定接受大量來自中國的詐騙廣告。公司內部文件顯示，Meta 希望將打擊詐騙所造成的「營收影響」降到最低。

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Though China’s authoritarian government bans use of Meta social media by its citizens, Beijing lets Chinese companies advertise to foreign consumers on the globe-spanning platforms. As a result, Meta’s advertising business was thriving in China, ultimately reaching over $18 billion in annual sales in 2024, more than a tenth of the company’s global revenue.

But Meta calculated that about 19% of that money – more than $3 billion – was coming from ads for scams, illegal gambling, pornography and other banned content, according to internal Meta documents reviewed by Reuters.

儘管中國威權政府禁止公民使用 Meta 社群媒體，北京卻允許中國企業在全球平台上向外國消費者投放廣告。因此，Meta 的廣告業務在中國蓬勃發展，2024 年年銷售額超過 180 億美元，佔公司全球營收的十分之一以上。

但根據路透社審查的Meta內部文件，Meta估計其中約19%——超過30億美元——來自詐騙、非法賭博、色情及其他禁播內容的廣告。

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The revelations about Meta’s China business come at a time when the social media giant is already under fire for failing to curtail a deluge of advertising that promotes fraud and banned goods.

Reuters reported last month that Meta earns $7 billion a year just from the portion of scam ads it considers “high risk,” and that 10% of the company’s 2024 revenue – about $16 billion – was projected to come from ads for scams, illegal gambling and banned products. Following the story, two U.S. senators called on the Securities and Exchange Commission and the Federal Trade Commission to look into the matter and “pursue vigorous enforcement action where appropriate.”

關於 Meta 中國業務的爆料，正值這家社群媒體巨頭因未能遏止推廣詐騙和禁品廣告而受到批評之際。

路透社上個月報導，Meta 僅從其認為「高風險」的詐騙廣告部分每年賺取 70 億美元，而該公司 2024 年營收約 10%——約 160 億美元——預計來自詐騙、非法賭博及禁品廣告。報導後，兩位美國參議員呼籲證券交易委員會與聯邦貿易委員會調查此事，並「在適當情況下採取強力執法行動」。

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The fraud, the documents said, comes usually from small and medium-sized Chinese businesses recruited by Meta’s ad agency partners.

In most of the world, advertisers on Facebook and Instagram buy ads through a business profile that is linked to advertisers’ accounts and related pages they control. But because businesses can’t readily access the platforms in China, Meta pays the 11 large Chinese ad agencies – known as resellers – to enlist advertisers and run ads for them on so-called “agency accounts.”

Meta pays a roughly 10% commission to agencies for ads purchased through these accounts and grants them special protections. For instance, under a system known as “whitelisting” or “mistake prevention,” Meta doesn’t immediately remove ads purchased via top-tier agencies when they’re flagged by automated systems for breaking Meta’s advertising rules, internal documents say. Such rules ban the advertising of scams, illegal goods and services, and certain other products such as sex toys.

Instead, suspect ads remain active as they undergo a secondary review by a human. If Meta’s staffers are busy, that might take days – or never happen at all. And in the meantime, Meta continues to show the ads.

“Unfortunately the added time for secondary review is adequate for scammers to accomplish their objectives by gaining massive impressions,” one document says.

文件指出，詐騙通常來自Meta廣告代理合作夥伴招募的中小型中國企業。

在世界大多數地區，Facebook 和 Instagram 上的廣告主透過與廣告主帳號及相關頁面連結的商業個人檔案購買廣告。但由於企業無法輕易在中國使用這些平台，Meta 支付 11 家大型中國廣告代理商——稱為轉售商——招募廣告主並在所謂的「代理商帳戶」上投放廣告。

Meta 會向代理商支付約 10% 的佣金，針對透過這些帳號購買的廣告，並給予他們特殊保護。例如，根據所謂的「白名單」或「防錯」系統，內部文件指出，當頂尖代理商購買的廣告被自動系統標記違反廣告規則時，Meta 並不會立即移除。這些規定禁止廣告詐騙、非法商品與服務，以及某些其他產品，如情趣用品。

相反地，可疑廣告會在經過人工次級審查時仍保持活躍。如果 Meta 的工作人員很忙，這可能要花好幾天，甚至根本不會發生。同時，Meta 持續播放這些廣告。

一份文件指出：「不幸的是，額外的二次審查時間足以讓詐騙者透過獲取大量曝光來達成目標。」

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Between 2022 and 2024, Meta’s Chinese ad revenue more than doubled, from $7.4 billion to $18.4 billion, according to the company’s public financial statements. As the business soared, it grew increasingly apparent inside the company that fraudulent practices were widespread in China, the internal documents show.

In 2023, as part of an earlier effort to address fraud, Meta stopped verifying new Chinese ad agency partners because of the “high harm” these intermediaries were causing, one document says. But Meta lifted the moratorium after its 2024 “pivot” in order to “unlock” revenue.

根據公司公開財務報表，2022年至2024年間，Meta中國的廣告收入翻倍，從74億美元增至184億美元。內部文件顯示，隨著業務迅速成長，公司內部越來越明顯地發現中國普遍存在詐騙行為。

2023年，Meta為了早期打擊詐欺，因中介業者造成的「高度傷害」，停止驗證新的中國廣告代理商，一份文件指出。但Meta在2024年「轉向」後解除了暫停令，以「解鎖」營收。

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In May, for example, Meta staffers sampled Chinese ads amid a spike in violations on the platform, one document shows. They found that a collection of 800 advertising accounts in the previous month alone had generated $28 million in ads that violated Meta’s rules.

The samples, the May 2025 document states, included scams, “deceptive business practices,” and ads that violated Meta’s prohibitions against marketing for illegal online casinos, sexual content, weapons and animal abuse.

More than 75% of the spending came from accounts enjoying Meta’s partner protections, the document shows. In response to that finding, one staffer asked colleagues if Meta intended to punish the big-spending Chinese advertising partners who controlled the accounts.

No, another said, because “the revenue impact is too high.”

例如，一份文件顯示，Meta 員工在五月時，在平台上違規事件激增時，抽取了中國廣告。他們發現，僅在上個月，就有 800 個廣告帳號的累積產生了 2,800 萬美元的廣告，違反了 Meta 的規定。

2025年5月的文件指出，這些樣本包括詐騙、「欺騙性商業行為」以及違反Meta禁止非法線上賭場、性內容、武器及虐待動物行銷的廣告。

文件顯示，超過75%的支出來自享有Meta合作夥伴保護的帳號。針對這項發現，一名員工詢問同事，Meta 是否打算懲罰那些大手筆消費、掌控這些帳戶的中國廣告合作夥伴。

另一位說不行，因為「收入影響太大了」。

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相關報導

• 路透：Meta為守住近千億營收　容忍中國廣告詐騙猖獗 | 國際 | 中央社 CNA2025/12/15 - https://www.cna.com.tw/news/aopl/202512150335.aspx -