Meta's oversight committee ordered the removal of the deceptive AI-generated video on Facebook, featuring Brazilian football icon Ronaldo Nazario. The video incorrectly shows Ronaldo promoting an online gambling app called Plinko, claiming that more people can make money than typical jobs in Brazil. Despite having earned over 600,000 views and being flagged by users, Meta initially failed to prioritize or delete misleading content. After the internal appeal was dismissed, the case escalated to the Oversight Committee.
The board criticized the company for being able to use it in advertising, finding the video violated meta community standards regarding fraud and spam. Meta's policy emphasized that it would prohibit users from using celebrity portraits. “This content should not have been approved for advertising,” the board said, adding that only selected teams in the meta could act on such deepfakes, revealing key gaps in enforcement.
This case reflects growing concern over an increase in AI-operated content used for fraud, misinformation and impersonation. Last month, actress Jamie Lee Curtis called out Meta after her portrait appeared in deepfake ads without her consent. Meta removed the ads, but the original post remained live.
These controversies come as a growing regulatory pressure. In May, President Donald Trump signed a bipartisan Take It Down Act, requesting the platform to remove unconscious, AI-generated, intimate content within 48 hours. The law addresses an increase in the misuse of deepfakes, particularly targeting public figures and minors.
As AI tools become more accessible, platforms like Meta are undergoing intense scrutiny to apply anti-fulard policies more consistently and to enhance content moderation to protect users from deceptive and damaged content. The latest decision from the Oversight Board reinforces the need for stronger protections against AI-enabled misinformation.
