[新聞] Meta 制定了「操作手冊」以抵禦打擊詐騙

[D600dust (製塵鬥士)]

1.媒體來源:
路透社

2.記者署名:
Jeff Horwitz

3.完整新聞標題:
Meta 制定了「操作手冊」以抵禦對於打擊詐騙的壓力
Meta created ‘playbook’ to fend off pressure
to crack down on scammers, documents show

4.完整新聞內文:

SAN FRANCISCO - Japanese regulators last year were upset by a flood of ads for
 obvious scams on Facebook and Instagram. The scams ranged from fraudulent
investment schemes to fake celebrity product endorsements created by
artificial intelligence.

舊金山——去年，日本監管機構對 Facebook 和 Instagram 上大量明顯詐騙的廣告感到
不滿。詐騙手法從詐騙投資計畫到人工智慧製作的假名人代言皆有。

Meta, owner of the two social media platforms, feared Japan would soon force
it to verify the identity of all its advertisers, internal documents reviewed
by Reuters show. The step would likely reduce fraud but also cost the company
revenue.

路透社審查的內部文件顯示，Meta 作為這兩個社群平台的擁有者，擔心日本很快會強制
其驗證所有廣告主的身份。此舉可能減少詐欺，但同時也會損失公司營收。

To head off that threat, Meta launched an enforcement blitz to reduce the
volume of offending ads. But it also sought to make problematic ads less “
discoverable” for Japanese regulators, the documents show.

為了防範這個威脅，Meta 展開了執法行動，以減少違規廣告的數量。文件顯示，該法案
同時也試圖讓日本監管機構較不「容易發現」有問題的廣告。

The documents are part of an internal cache of materials from the past four
years in which Meta employees assessed the fast-growing level of fraudulent
advertising across its platforms worldwide.

這些文件是過去四年 Meta 員工評估全球平台詐騙廣告迅速增長的內部資料庫的一部分。

Drawn from multiple sources and authored by employees in departments including
 finance, legal, public policy and safety, the documents also reveal ways that
 Meta, to protect billions of dollars in ad revenue, has resisted efforts by
governments to crack down.

這些文件來自多個來源，並由財務、法律、公共政策及安全等部門的員工撰寫，也揭示了
 Meta 為了保護數十億美元廣告收入，抵制政府打擊行動的方式。

In this case, Meta’s remedy hinged on its “Ad Library,” a publicly
searchable database where users can look up Facebook and Instagram ads using
keywords.

在這個案例中，Meta 的解決方案依賴於其「廣告資料庫」，這是一個公開可搜尋的資料
庫，使用者可以用關鍵字查詢 Facebook 和 Instagram 廣告。

Meta built the library as a transparency tool, and the company realized
Japanese regulators were searching it as a “simple test” of “Meta’s
effectiveness at tackling scams,” one document noted.

Meta 將該函式庫打造為透明工具，公司意識到日本監管機構將此視為「簡單測試」Meta
打擊詐騙成效的工具，一份文件指出。

To perform better on that test, Meta staffers found a way to manage what they
called the “prevalence perception” of scam ads returned by Ad Library
searches, the documents show.

文件顯示，為了在這項測試中表現更好，Meta 員工找到了一種方法來管理他們所謂的廣
告庫搜尋回傳詐騙廣告的「盛行感」。

First, they identified the top keywords and celebrity names that Japanese Ad
Library users employed to find the fraud ads.

首先，他們找出日本廣告庫用戶用來尋找詐騙廣告的熱門關鍵字和名人名字。

Then they ran identical searches repeatedly, deleting ads that appeared
fraudulent from the library and Meta’s platforms.

接著他們反覆進行相同的搜尋，刪除圖書館和 Meta 平台上看似詐騙的廣告。

Instead of telling me an accurate story about ads on Meta’s platforms, it now
 just tells me a story about Meta trying to give itself a good grade for
regulators.

它不再是真實地講述 Meta 平台上廣告的故事，現在卻只是說 Meta 試圖給自己一個好評
，讓監管機構覺得好。

The tactic successfully removed some fraudulent advertising of the sort that
regulators would want to weed out. But it also served to make the search
results that Meta believed regulators were viewing appear cleaner than they
otherwise would have.

此策略成功移除了一些監管機構想要剔除的詐騙廣告。但這也讓 Meta 認為監管機構看到
的搜尋結果看起來比原本更乾淨。

The scrubbing, Meta teams explained in documents regarding their efforts to
reduce scam discoverability, sought to make problematic content “not findable
” for “regulators, investigators and journalists.

Meta 團隊在文件中解釋，這些清除行動旨在降低詐騙可被發現性，目的是讓「監管機構
、調查人員和記者」無法「找到」有問題的內容。
”
Within a few months, they said in one memo after the effort, “we discovered
less than 100 ads in the last week, hitting 0 for the last 4 days of the
sprint.

幾個月內，他們在一份備忘錄中表示：「我們在過去一週發現不到 100 則廣告，衝刺的
最後四天則是零。

” The Japanese government also took note, the document added, citing an
interview in which a prominent legislator lauded the improvement.

文件補充說，日本政府也注意到了這項改進，並引用了一位知名立法委員的訪談。

“Fraudulent ads are already decreasing,” Takayuki Kobayashi, of the ruling
Liberal Democratic Party, told a local media outlet. Kobayashi didn’t respond
 to a Reuters request for comment about the interview.

執政的自由民主黨小林孝之告訴當地媒體：「詐騙廣告已經在減少。」小林未回應路透社
關於這次訪談的置評請求。

Japan didn’t mandate the verification and transparency rules Meta feared. The
 country’s Ministry of Internal Affairs and Communications declined to
comment.

日本並未強制執行 Meta 擔心的驗證與透明度規定。該國內政與通訊部拒絕置評。

So successful was the search-result cleanup that Meta, the documents show,
added the tactic to a “general global playbook” it has deployed against
regulatory scrutiny in other markets, including the United States, Europe,
India, Australia, Brazil and Thailand.

文件顯示，搜尋結果清理非常成功，Meta 將此策略加入其在美國、歐洲、印度、澳洲、
巴西和泰國等其他市場面對監管審查的「全球通用手冊」。

The playbook, as it’s referred to in some of the documents, lays out Meta’s
strategy to stall regulators and put off advertiser verification unless new
laws leave them no choice.

部分文件中稱為這套策略，說明了 Meta 拖延監管機構並延遲廣告主驗證的策略，除非新
法規讓他們別無選擇。

The search scrubbing, said Sandeep Abraham, a former Meta fraud investigator
who now co-runs a cybersecurity consultancy called Risky Business Solutions,
amounts to “regulatory theater,” distorting the very transparency the Ad
Library purports to provide.

前 Meta 詐騙調查員、現共同經營名為 Risky Business Solutions 的資安顧問公司
Sandeep Abraham 表示，這次搜尋清除行為等同於「監管戲碼」，扭曲了廣告庫聲稱提供
的透明度。

“Instead of telling me an accurate story about ads on Meta’s platforms, it
now just tells me a story about Meta trying to give itself a good grade for
regulators,” said Abraham, who left the company in 2023.

「它不再告訴我關於 Meta 平台上廣告的真實故事，現在卻只說 Meta 試圖給自己一個好
評價，讓監管機構覺得好，」Abraham 說，他於 2023 年離開公司。

Meta spokesperson Andy Stone in a statement told Reuters there is nothing
misleading about removing scam ads from the library. “To suggest otherwise is
 disingenuous,” Stone said.
Meta 發言人 Andy Stone 在聲明中告訴路透社，移除圖書館中的詐騙廣告並無誤導之處
。「暗示相反是不誠實的，」斯通說。
By cleaning those ads from search results, the company is also removing them
from its systems overall. “Meta teams regularly check the Ad Library to
identify scam ads because when fewer scam ads show up there that means there
are fewer scam ads on the platform,” Stone wrote.

透過清除搜尋結果中的廣告，該公司同時也將這些廣告從整體系統中移除。「Meta 團隊
定期檢查廣告庫以識別詐騙廣告，因為當詐騙廣告出現在該庫時，平台上的詐騙廣告也減
少了，」Stone 寫道。

Advertiser verification, he said, is only one among many measures the company
uses to prevent scams. Verification is “not a silver bullet,” Stone wrote,
adding that it “works best in concert with other, higher-impact tools.

他說，廣告主驗證只是公司用來防止詐騙的眾多措施之一。Stone 寫道，驗證「不是萬靈
丹」，並補充說「與其他高衝擊工具協同使用效果最佳。

” He disputed that Meta has sought to stall or weaken regulations, and said
that the company’s work with regulators is just part of its broader efforts
to reduce scams.

他反駁 Meta 試圖拖延或削弱監管，並表示公司與監管機構的合作只是其減少詐騙更廣泛
努力的一部分。

Those efforts, Stone continued, have been successful, particularly considering
 the continuous maneuvers by scammers to get around measures to block them. “
The job of chasing them down never ends,” he wrote.

斯通繼續說，這些努力已經取得了成功，尤其考慮到詐騙者不斷試圖繞過封鎖措施。「追
捕他們的工作永無止境，」他寫道。

The company has set global scam reduction targets, Stone said, and in the past
 year has seen a 50% decline in user reports of scams.

Stone 表示，該公司已設定全球詐騙減少目標，過去一年用戶詐騙報告減少了 50%。

“We set a global baseline and aggressive targets to drive down scam activity
in countries where it was greatest, all of which has led to an overall
reduction in scams on platform.

「我們設定了全球基準，並設定積極目標，以減少詐騙活動最嚴重國家的行為，這一切都
導致平台上詐騙的整體減少。

Meta’s internal documents cast new light on the central role played by
fraudulent advertising in the social media giant’s business model – and the
steps the company takes to safeguard that revenue. Reuters reported in
November that scam ads Meta considers “high risk” generate as much as $7
billion in revenue for the company each year. This month, the news agency
found that Meta tolerates rampant fraud from advertisers in China.

Meta 的內部文件為詐騙廣告在這家社群媒體巨頭商業模式中扮演的核心角色，以及公司
為保障這些收入所採取的措施提供了新的啟示。路透社去年十一月報導，Meta 認為「高
風險」 的詐騙廣告每年為公司帶來高達 70 億美元的營收。本月，該新聞社發現 Meta
容忍中國廣告商猖獗的詐騙行為。

In response to Reuters’ coverage, two U.S. senators urged regulators at the
Securities and Exchange Commission and the Federal Trade Commission to
investigate and “pursue vigorous enforcement action where appropriate.”
Citing Reuters reporting, the attorney general of the U.S. Virgin Islands also
 sued Meta this month for allegedly “knowingly and intentionally” exposing
users of its platforms to “fraud and harm” and “profiting from scams.”
Stone said Meta strongly disagrees with the lawsuit’s allegations.

針對路透社的報導， 兩位美國參議員敦促證券交易委員會和聯邦貿易委員會的監管機構
調查並「在適當情況下採取積極執法行動」。根據路透社報導，美屬維京群島的司法部長
本月也控告 Meta，指控其「明知故犯且故意」讓其平台用戶暴露於「詐欺與傷害」之中
，並「從詐騙中獲利」。斯通表示，Meta 強烈不同意訴訟中的指控。

In Brussels, where European authorities have also been focused on scams, a
spokesperson for the European Commission told Reuters its regulators had
recently asked Meta for details about its handling of fraudulent advertising.

在布魯塞爾，歐洲當局也關注詐騙，歐盟委員會發言人告訴路透社，監管機構最近向
Meta 索取其處理詐欺廣告的細節。

“The Commission has sent a formal request for information to Meta relating to
 scam ads and risks related to scam ads and how Meta manages these risks,”
spokesperson Thomas Regnier wrote. “There are doubts about compliance.” He
didn’t elaborate.

發言人 Thomas Regnier 寫道：「委員會已正式向 Meta 發出有關詐騙廣告及其相關風險
的資訊，以及 Meta 如何管理這些風險。」「對服從存在疑慮。」他沒有多說。

The documents reviewed by Reuters show that Meta assigned its handling of
scams the top possible score in an internal ranking of regulatory, legal,
reputational and financial risks in 2025.

路透社審查的文件顯示，Meta 在 2025 年內部監管、法律、聲譽及財務風險排名中，將
其詐騙處理評為最高分。

One internal analysis calculated that possible regulation in Europe and
Britain that would make Meta liable for its users’ scam losses could cost the
 company as much as $9.

一項內部分析計算出，歐洲和英國可能實施的監管措施，使 Meta 對用戶詐騙損失負責，
可能損失高達 9 美元。

One big push among regulators is to get Meta and other social media companies
to adopt what is known as universal advertiser verification. The step requires
 all advertisers to pass an identity check by social media platforms before
the platforms will accept their ads.

監管機構一大推動力是讓 Meta 及其他社群媒體公司採用所謂的「普遍廣告主驗證」。此
步驟要求所有廣告主必須通過社群媒體平台的身份驗證，平台才會接受其廣告。

Often, regulators request that some of an advertiser’s identity information
also be viewable, allowing users to see whether an ad was posted locally or
from the other side of the world.

監管機構通常要求部分廣告主的身份資訊也能被查看，讓用戶能看到廣告是本地發布還是
來自世界另一端。

Google in 2020 announced that it would gradually adopt universal verification,
 and said earlier this year it has now verified more than 90% of advertisers.

Google 於 2020 年宣布將逐步採用普遍驗證，並表示今年早些時候已驗證超過 90% 的廣
告主。

Along with requiring verification in jurisdictions where it’s legally
mandated, Meta offers to voluntarily verify some large advertisers and sells
“Meta Verified” badges to others, combining identity checks with access to
customer support staff.

除了在法律規定的司法管轄區要求驗證外，Meta 還提供自願驗證部分大型廣告商，並向
其他商家販售「Meta Verified」徽章，結合身份驗證與客服人員的使用權。

Documents reviewed by Reuters say that 55% of Meta’s advertising revenue came
 from verified sources last year. Stone, the spokesperson, added that 70% of
the company’s revenue now comes from advertisers it considers verified.

路透社審查的文件指出，Meta 去年有 55% 的廣告收入來自經過驗證的來源。發言人
Stone 補充說，公司現在有 70% 的營收來自其認為已驗證的廣告商。

The internal company documents show that unverified advertisers are
disproportionately responsible for harm on Meta’s platforms. One analysis
from 2022 found that 70% of its newly active advertisers were promoting scams,
 illicit goods or “low quality” products.

公司內部文件顯示，未經驗證的廣告主在 Meta 平台上對損害負有不成比例的責任。2022
 年的一項分析發現，70% 的新活躍廣告主正在推廣詐騙、非法商品或「低品質」產品。
Stone said that Meta routinely disables such new accounts, “some on the very
day that they’re created.

Stone 表示，Meta 經常會停用這類新帳號，「有些帳號在帳號剛建立的那天就被停用了
。」

Meta’s documents also show the company recognizes that universal verification
 would reduce scam activity. They indicate that Meta could implement the
measure in any of the countries where it operates in less than six weeks,
should it choose to do so.

Meta 的文件也顯示，公司認識到普遍驗證將減少詐騙活動。他們指出，如果 Meta 願意
，可能在六週內在任何營運國家實施此措施。

But Meta has balked at the cost.

但 Meta 對這代價感到猶豫。

Despite reaping revenue of $164.5 billion last year, almost all of which came
from advertising, Meta has decided not to spend the roughly $2 billion it
estimates universal verification would cost, the documents show.

文件顯示，儘管去年收入達 1645 億美元，幾乎全部來自廣告，Meta 仍決定不花費其估
計的普遍驗證約 20 億美元。

In addition to that cost of implementation, staffers noted, Meta could
ultimately lose up to 4.8% of its total revenue by blocking unverified
advertisers.

工作人員指出，除了實施成本外，Meta 最終可能因封鎖未經驗證的廣告主而損失高達 4.
8% 的總營收。

I expected that the company would have continued to do more verification, and
personally felt that was something that all major platforms should be doing.

我原本預期公司會繼續做更多驗證，個人認為這是所有主要平台都應該做的事。

Rob Leathern, a former senior director of product management at Facebook

Rob Leathern，前 Facebook 產品管理資深總監

Instead of adopting verification, Meta has decided to employ a “reactive only
” stance, according to the documents. That means resisting efforts at
regulation – through lobbying but also through measures like the scrubbing of
 Ad Library searches in Japan last year.

根據文件，Meta 決定採取「僅被動」的立場，而非採用驗證方式。這意味著要抵制監管
的努力——不僅透過遊說，也包括像去年日本刪除廣告圖書館搜尋等措施。

The reactive stance also means accepting universal verification only if
lawmakers mandate it.

被動立場也意味著只有在立法者強制的情況下才接受普遍驗證。

So far, just a few markets, including Taiwan and Singapore, have done so.

目前只有少數市場，包括台灣和新加坡，已經做到這一點。

Even then, the documents show, the financial costs to Meta have remained small
.
即便如此，文件顯示，Meta 的財務成本仍然很小。

Meta’s own tests showed verification immediately reduced scam ads in those
countries by as much as 29%. But much of the lost revenue was recouped because
 the same blocked ads continued to run in other markets.

Meta 自己的測試顯示，驗證能立即將詐騙廣告在這些國家減少多達 29%。但大部分損失
的收入被收回，因為同樣被封鎖的廣告仍在其他市場持續播出。

If an unverified advertiser is blocked from showing ads in Taiwan, for example
, Meta will show those ads more frequently to users elsewhere, creating a
whack-a-mole dynamic in which scam ads prohibited in one jurisdiction pop up
in another.

例如，若未驗證的廣告主在台灣被封鎖無法顯示廣告，Meta 會更頻繁地向其他用戶展示
這些廣告，形成打地鼠的局面，讓一個司法管轄區禁止的詐騙廣告在另一個司法管轄區出
現。

In the case of blocked ads in Taiwan, “revenue was redistributed/rerouted to
the remaining target countries,” one March 2025 document said, adding that
consumer injury gets displaced, too. “This would go for harm as well,” the
document noted.

2025年3月一份文件指出，台灣廣告被封鎖的情況是「收入被重新分配/重新導向剩餘目標
國家」，並補充消費者傷害也會被取代。文件指出：「這也會造成傷害。」

Meta analyses found that even when verification blocked ads in one market,
those same ads would still generate revenues for the company in other markets.
 Highlighting of internal document reviewed by Reuters.

綜合分析發現，即使驗證在某個市場阻擋了廣告，這些廣告仍會在其他市場為公司帶來收
入。

Meta’s documents show the company believes its efforts to defeat regulation
are succeeding. In mid-2024, one strategy document called the prospect of
being “required to verify all advertisers” worldwide a “black swan,” a
term used to describe an improbable but catastrophic event.

Meta 的文件顯示，公司相信其對抗監管的努力正在取得成功。2024 年中，一份策略文件
稱「被要求驗證全球所有廣告主」的前景為「黑天鵝」，用來形容一個不太可能但災難性
的事件。

In the months afterwards, policy staffers boasted about stalling regulations
in Europe, Singapore, Britain and elsewhere.

隨後數月，政策人員吹噓歐洲、新加坡、英國及其他地區的監管進度緩慢。

In July, one Meta lobbyist wrote colleagues after they thwarted stricter
measures considered by financial regulators in Hong Kong against financial
scams. To get ahead of the effort, staffers helped regulators draft a
voluntary “anti-scam charter.

七月時，一位 Meta 遊說者致信同事，因為他們阻止了香港金融監管機構考慮採取的更嚴
格金融詐騙措施。為了搶先行動，工作人員協助監管機構起草了一份自願性的「反詐騙憲
章」。

 They coordinated with Google, which also signed the charter, to present a
“united front,” the document says. “Through skillful negotiations with
regulators,” the Meta lobbyist wrote, Hong Kong relaxed rules that would have
 forced verification of financial advertisers.

文件指出，他們與同樣簽署憲章的 Google 協調，展現出「團結陣線」。Meta 說客寫道
，香港透過與監管機構巧妙協商，放寬了原本要求金融廣告主驗證的規定。

“The finalised language does not introduce new commitments or require
additional product development.

「最終條款未引入新承諾，也不要求額外的產品開發。

Hong Kong regulators, the lobbyist added, “have shown huge appreciation for
Meta’s leading participation.”

這位遊說者補充說，香港監管機構「對 Meta 的領導參與表現出極大的讚賞。」

Meta staffers boasted about success slowing the push by authorities for
advertiser verification. In one document, highlighted here by Reuters, Meta
employees say their lobbying in Hong Kong thwarted "new commitments" in local
regulations. REUTERS

Meta 的工作人員自豪地表示成功，拖慢了當局推動廣告主驗證的步伐。路透社在此強調
的一份文件中，Meta 員工表示他們在香港的遊說阻撓了當地法規中的「新承諾」。路透
社

A Google spokesperson said the company signed onto the charter because it
believed it would benefit customers. Google participated, he said, of its own
accord and as the result of direct engagement with Hong Kong regulators.

Google 發言人表示，公司簽署該特許權是因為相信這會讓客戶受益。他表示，谷歌是自
願參與，並因與香港監管機構直接互動而得出。

In a statement, Hong Kong financial regulators said that “advertiser
verification is one of many ways social media platforms can protect the
investment public.

香港金融監管機構在聲明中表示：「廣告主驗證是社交媒體平台保護投資公眾的眾多方式
之一。

” They declined to respond to Reuters’ questions about Meta and noted that
the regulators involved with the charter don't themselves have the authority
to impose advertiser verification requirements.

他們拒絕回應路透社關於 Meta 的提問，並指出涉及該章程的監管機構本身無權強制要求
廣告主驗證。

“All social media platforms should strengthen their efforts to detect and
remove fraudulent and unlawful materials,” they added.

他們補充說：「所有社群媒體平台都應加強偵測與移除詐欺及非法資料的努力。」

“INDUSTRY AND REGULATORY EXPECTATIONS”

「產業與監管期望」

Fraud across social media platforms has surged in recent years, fueled by the
rise of untraceable cryptocurrency payments, AI ad-generation tools and
organized crime syndicates.

近年來，社群媒體平台上的詐騙案件激增，這主要是由於無法追蹤的加密貨幣支付、AI
廣告產生工具以及有組織犯罪集團的興起。

Mob rings have found the business so lucrative that they employ forced labor
to staff well-documented “scam compounds” that generate waves of fraudulent
content from southeast Asia. Internally, Meta has cited estimates that such
compounds are responsible for $63 billion in annual damage to consumers
worldwide.

黑幫集團發現這行非常賺錢，甚至雇用強迫勞工來經營那些有據可查的「 詐騙集團 」，
這些詐騙集團從東南亞湧現大量詐騙內容。Meta 內部引用估計，這些化合物每年對全球
消費者造成 630 億美元的損害。

In some countries, regulators have determined that Meta platforms host more
fraudulent content than its online competitors.

在某些國家，監管機構認定 Meta 平台所載的詐騙內容比線上競爭對手更多。

In February 2024, Singapore police reported that more than 90% of social media
 fraud victims in the city state had been scammed through Facebook or
Instagram.

2024 年 2 月，新加坡警方報告指出，該城邦超過 90%的社群媒體詐騙受害者是透過
Facebook 或 Instagram 遭受詐騙。

In a statement to Reuters, a spokesperson for Singapore’s Ministry of Home
Affairs wrote that “Meta products have persistently been the most common
platforms used by scammers.

新加坡內政部發言人在向路透社發表聲明時表示：「Meta 產品一直是詐騙者最常用的平
台。」

“We have repeatedly highlighted our deep concern over the continued
prevalence of scams on Meta’s platforms,” the statement continued.

聲明繼續指出：「我們多次強調對 Meta 平台上詐騙持續猖獗的深切關切。」
After Reuters’ inquiries for this report, it added, Singapore authorities
have asked Meta for more information and will broaden existing verification
measures, including some mandating the use of facial recognition technology to
 prevent the impersonation of public figures.

路透社補充說，在路透社就本報告進行詢問後，新加坡當局已要求 Meta 提供更多資訊，
並將擴大現有的驗證措施，包括部分強制使用臉部辨識技術以防止冒充公眾人物的措施。

“We have reiterated that more needs to be done to secure Meta’s products and
 protect users from scams, instead of prioritising its profits.

「我們重申，需要做更多措施來保障 Meta 的產品安全並保護用戶免受詐騙，而非優先追
求利潤。

We have requested for a formal explanation from Meta and will take enforcement
 action if Meta is found to be in violation of legal requirements.

我們已向 Meta 要求正式說明，若發現 Meta 違反法律規定，我們將採取執法行動。

A known weakness in Meta’s defenses is the ease of advertising on its
platforms.

Meta 防禦的一個已知弱點是其平台上廣告的便利性。

To purchase most advertisements, all a client needs is a user account –
easily created with an email or phone number and a user-supplied name and
birthdate. If Meta doesn’t verify those details, it can’t know who it’s
doing business with.

購買大多數廣告，客戶只需一個用戶帳號——只需電子郵件或電話號碼，加上用戶提供的
姓名和生日即可輕鬆建立。如果 Meta 不驗證這些細節，就無法知道自己在跟誰做生意。

Even if an advertiser gets banned, there is nothing to stop it from returning
with a new account.

即使廣告主被封鎖，也沒有什麼能阻止它以新帳號回歸。

A fraudster can merely sign up again.

詐騙者只需重新註冊即可。

Meta has known about the problem for years, documents and interviews with
former staffers show.

文件和前員工訪談顯示，Meta 多年來就知道這個問題。

In the 2016 U.S. presidential election, fake political ads flooded Facebook
with disinformation. In response, the company took steps to reduce chances
that could happen again. Back then, foreign actors seeking to influence the
election easily placed ads masquerading as Americans.

在2016年美國總統大選中，假政治廣告充斥著假訊息。作為回應，公司採取措施降低再次
發生的機率。當時，外國勢力試圖影響選舉，輕易地刊登冒充美國人的廣告。

Some Russian advertisers pretending to be American political activists even
paid for such ads in rubles, Meta has said.

Meta 表示，一些冒充美國政治活動家的俄羅斯廣告商甚至以盧布支付此類廣告費用。

Starting in 2018, the company began requiring a valid identity document and a
confirmed U.S. address before clients could place political ads.

自2018年起，公司開始要求客戶在投放政治廣告前，必須出示有效身分證明文件及確認的
美國地址。

In addition to providing verification for the company itself, the general
details, including the name and location of the advertiser, could be viewed by
 users, too.

除了提供公司本身的驗證外，使用者也能查看一般細節，包括廣告主的姓名和所在地。

Rob Leathern, a former senior director of product management at Facebook who
oversaw the effort to verify political advertisers, said the added
transparency and accountability led some staffers to believe that Meta would
broaden it to all advertisers.

負責監督政治廣告主驗證工作的前 Facebook 產品管理資深總監 Rob Leathern 表示，透
明度與問責制讓部分員工相信 Meta 會將驗證範圍擴大至所有廣告主。

“I expected that the company would have continued to do more verification,
and personally felt that was something that all major platforms should be
doing,” said Leathern, who left the company at the end of 2020.

Leathern 表示：「我預期公司會繼續進行更多驗證，個人認為這是所有主要平台都應該
做的事。」

Meta in 2018 also introduced its Ad Library, an easily searchable database of
all ads that run on its platforms. The company, the documents show, expected
to generate goodwill with the library, particularly with regards to political
advertisements.

Meta 在 2018 年也推出了 Ad Library，這是一個易於搜尋的平台上所有廣告資料庫。文
件顯示，該公司期望在圖書館獲得好感，尤其是在政治廣告方面。
Competitors, including Google, soon launched ad libraries of their own.
競爭對手，包括 Google，很快也推出了自己的廣告庫。

In the years that followed, Meta continued to acknowledge the effectiveness of
 both transparency and verification. So-called “know your customer policies,
” Meta staffers wrote in a November 2024 document, are “commonly understood
to be effective at reducing scam-risks.

隨後數年，Meta 持續承認透明度與驗證的有效性。Meta 員工在 2024 年 11 月的文件中
寫道，所謂的「了解你的客戶政策」「通常被認為能有效降低詐騙風險。

” They noted a competitive component, too, citing Google’s move at the start
 of the decade to adopt universal verification: “Google’s approach to verify
 all advertisers is recalibrating industry and regulatory expectations.

他們也提到競爭因素，並引用了 Google 在本世紀初採用普遍驗證的舉措：「Google 驗
證所有廣告主的方式正在重新調整產業與監管的期望。

Meta, however, has been reluctant to pay for it.

然而，Meta 一直不願意為此付款。

The internal documents show that last year Meta consulted with a company that
works with Google to verify advertisers. Meta officials, according to the
documents, wanted to know how much it would cost to follow suit.

內部文件顯示，去年 Meta 曾與一家與 Google 合作驗證廣告主的公司諮詢。根據文件，
Meta 官員想知道跟進需要多少費用。

But the answer – at least $20 per advertiser – proved too costly for their
liking, one document said.

但一份文件指出，答案——每位廣告主至少20美元——對他們來說成本過高。

The Meta spokesperson said that the company, regardless of cost, didn’t work
with the vendor because its verification process took too long.

Meta 發言人表示，不論成本如何，該公司都未與供應商合作，因為驗證過程過於冗長。

The potential for lost revenue has also given the company pause.

潛在的營收損失也讓公司猶豫不決。

In addition to lost income from advertisers culled by verification, stricter
measures could also cannibalize a paid program through which Meta already
charges advertisers for similar status. The program, known as “Verified for
Business,” costs clients as much as $349.

除了因驗證而損失廣告主收入外，更嚴格的措施也可能蠶食 Meta 已向廣告主收取類似費
用的付費計畫。這個名為「Verified for Business」的計畫，客戶費用高達 349 美元。

99 per month and allows businesses to display a badge assuring users that Meta
 has authenticated their profile.

每月 99 美元，並允許企業展示徽章，向用戶保證 Meta 已認證他們的個人資料。
Meta describes the program as more than just basic verification, offering
advertisers better customer support and protections against impersonation.
Meta 將此計畫描述為不僅僅是基本驗證，還能為廣告商提供更好的客服與防止冒充的保
護。

Still, the documents show, Meta managers fear those revenues could shrivel if
the company adopts verification for all advertisers.

不過，文件顯示，Meta 管理層擔心如果公司對所有廣告主實施驗證，這些營收可能會萎
縮。

“WE HAVE AN OPPORTUNITY”

「我們有機會了」

In 2023, because of a sharp rise in ads for investment scams, Taiwan passed
legislation ordering social media platforms to begin verifying advertisers of
financial products.

2023年，由於投資詐騙廣告激增，台灣通過立法，要求社群媒體平台開始驗證金融產品的
廣告主。

The self-governing island, population 23 million, is small compared to Meta’s
 major markets, but the company’s response there helps illustrate how
resistant Meta has been to growing regulatory scrutiny worldwide.

這個自治島嶼人口約 2300 萬，與 Meta 的主要市場相比規模較小，但該公司在當地的回
應顯示 Meta 在全球監管審查中展現了多麼抗拒。

In private conversations, the documents show, Taiwanese regulators told Meta
it needed to demonstrate it was taking concrete steps to help reduce financial
 scam ads.

文件顯示，台灣監管機構在私下對話中告訴 Meta，需要證明其已採取具體措施協助減少
金融詐騙廣告。

When it came to financial fraud, the regulators said, Meta needed to verify
the identity of those advertising financial services and respond to reports of
 fraud within 24 hours.

監管機構表示，針對金融詐欺，Meta 必須在 24 小時內驗證這些廣告金融服務的身份，
並回應詐騙報告。

Meta, according to the documents, told Taiwan it needed more time to comply.
Regulators agreed. But Meta, the documents show, in the months that followed
didn’t address the problem to the government’s satisfaction.

根據文件，Meta 告訴台灣需要更多時間來配合。監管機構也同意。但文件顯示，Meta 在
接下來的幾個月內，並未讓政府滿意地解決這個問題。

Frustrated, the Taiwanese regulators last year issued new demands. Now, the
new regulations stated, Meta and the owners of other major platforms would
have to verify all advertisers.

台灣監管機構去年感到沮喪，並提出新要求。現在，新規定規定，Meta 和其他主要平台
的擁有者必須驗證所有廣告商。

Regulators told Meta it would be fined $180,000 for every unverified scam ad
it ran, Meta staffers wrote.

監管機構告訴 Meta，每刊登一則未經驗證的詐騙廣告，將被罰款 18 萬美元，Meta 員工
寫道。

If it didn’t comply, the staffers calculated, the resulting fines would
exceed Meta’s total profits in Taiwan. It would be cheaper to abandon the
market than to disobey, they concluded.

工作人員計算，若不遵守，罰款將超過 Meta 在台灣的總利潤。他們認為，放棄市場比違
抗更便宜。

Meta complied, rushing to verify advertisers ahead of regulators’ deadlines.

Meta 配合，急忙在監管機構截止日前核實廣告主。

In a statement to Reuters, Taiwan’s Ministry of Digital Affairs said stricter
 regulations over the past year brought down rates of scam ads involving
investments by 96% and identity impersonation by 94%. In addition to requiring
 major social media platforms to verify advertisers, Taiwan has developed its
own AI system to scan ads on Meta’s platform, set up a portal for citizens to
 report fraudulent ads, and established public-private partnerships to detect
scams, the ministry added.

台灣數發部在向路透社發表聲明時表示，過去一年更嚴格的法規使涉及投資的詐騙廣告率
下降了 96%，身份冒充事件下降了 94%。台灣補充，除了要求主要社群媒體平台驗證廣告
主外，台灣還開發了自己的人工智慧系統以掃描 Meta 平台上的廣告，設立民眾舉報詐騙
廣告的入口網站，並建立公私合營合作以偵測詐騙。

Over the course of 2025, the statement said, Taiwan has fined Meta about $590,
000 for four violations of the law. The ministry said it “will maintain a
close watch on shifting fraud risks.”

聲明指出，2025 年期間，台灣已對 Meta 因四項違法行為罰款約 59 萬美元。該部門表
示，將「持續密切監控詐欺風險的變化」。

The new rules gave Meta the opportunity to study the impact that full
verification would have on its business.

新規則讓 Meta 有機會研究全面驗證對其業務的影響。

Before the new regulation, according to internal calculations, about 18% of
all Meta advertising in Taiwan, or about $342 million of its annual ad
business there, broke at least one of the company’s rules against false
advertising or the sale of banned products.

根據內部計算，在新規定實施前，約有 18%的 Meta 在台灣廣告，約佔其年廣告業務的 3
.42 億美元，違反了公司針對虛假廣告或禁售產品的規定。

Unverified advertisers, one analysis found, produced twice as much problematic

 advertising as those who submitted verification details.

一項分析發現，未經驗證的廣告主產生的問題廣告量是提交驗證資料的兩倍。

Their analyses also revealed the whack-a-mole dynamic.

他們的分析也揭示了打地鼠的動態。

Because scamming is a global business – and Meta’s algorithms allow clients
to choose multiple markets in which to advertise – many advertisers seeking
to place fraudulent posts do so in more than one geography.

由於詐騙是全球性的產業——Meta 的演算法允許客戶選擇多個市場投放廣告——許多想
刊登虛假貼文的廣告主會跨越多個地區。

Meta experiments showed that while fraudulent ads decreased in Taiwan after
the rule change, its algorithms simply rerouted them to users in other markets
.
Meta 實驗顯示，雖然規則變更後台灣的詐騙廣告減少，但其演算法只是將廣告導向其他
市場用戶。

“The implication here is that violating actors that only require verification
 in one country, will shift their harm to other countries,” one analysis
spelled out.

「這裡的含意是，只要在一個國家就需要驗證的行為者違規，將他們的傷害轉移到其他國
家，」有分析詳細說明。

Unless advertiser verification was “enforced globally,” staffers wrote, Meta
 wouldn’t so much be fighting scams as relocating them.

工作人員寫道，除非廣告主驗證被「全球強制執行」，否則 Meta 與其說是在打擊詐騙，
不如說是在轉移詐騙。

The documents included briefing notes prepared for Chief Executive Mark
Zuckerberg about the dynamic. Reuters couldn’t determine whether the Meta
boss ever saw the notes or was briefed on their contents. But the message
delivered a similar conclusion.

文件中包含為執行長馬克·祖克柏準備的簡報，說明此動態。路透社無法確定 Meta 老闆
是否看過這些筆記或是否被簡報內容。但該訊息也得出了類似的結論。

It also warned of a complication: If enforcement in one jurisdiction worsened
the problem of fraud in others, regulators in the newly impacted markets were
likely to crack down, too.

報告同時警告一個複雜情況：如果一個司法管轄區的執法加劇了其他地區的詐欺問題，新
受影響市場的監管機構也很可能會加強打擊。

Meta spokesperson Stone said he couldn’t determine whether Zuckerberg
received the briefing described in the document reviewed by Reuters.
Meta 發言人 Stone 表示，他無法確定祖克柏是否收到路透社審閱的文件中所述的簡報。
Faced with the prospect of ever-expanding scrutiny, Meta considered embracing
full verification voluntarily, the documents show. The goal, staffers wrote,
could enable the company to appear proactive but also set terms and a timeline
 on its own.

文件顯示，面對日益擴大的審查前景，Meta 考慮自願接受全面驗證。員工寫道，這個目
標不僅能讓公司看起來積極主動，也能自行設定條件和時間表。

“We have an opportunity to set a goal of verifying all advertisers (and
communicate our intention to do so externally, in order to better negotiate
with lawmakers),” a November 2024 strategy document noted.

2024年11月的策略文件指出：「我們有機會設定驗證所有廣告主的目標（並向外部傳達我
們進行此事的意向，以便更好地與立法者協商）。」

Meta could “stage the rollout over time and set our own definitions of
verification.

Meta 可以「分階段部署，並自行定義驗證。

Policy staff even planned to announce the decision during the first half of
2025, the documents show. But for reasons not specified in the documents, they
 postponed an announcement until the second half of the year and then
cancelled it altogether.

文件顯示，政策人員甚至計劃在2025年上半年宣布此決定。但由於文件中未說明的原因，
他們將公告延後到下半年，然後又完全取消。

Leadership had changed its mind, a document noted, without saying why.

一份文件指出，領導層改變了主意，但未說明原因。

“MIMIC WHAT REGULATORS MAY SEARCH FOR”

「模仿監管機構可能尋找的事物」

Instead, Meta began to apply some of the lessons it learned in Japan.

相反地，Meta 開始運用在日本學到的一些經驗教訓。

That experience helped the company realize that Tokyo wasn’t the only
government using Ad Library searches as a means of tracking online fraud. “
Regulators will open up the ads library and show us multiple similar scam ads,
” public policy staffers lamented in one 2024 document.

這段經驗讓公司意識到，東京並非唯一利用廣告庫搜尋來追蹤網路詐騙的政府。公共政策
人員在一份2024年的文件中哀嘆：「監管機構會打開廣告庫，向我們展示多個類似的詐騙
廣告。」

Staffers also noted authorities were employing one feature that was proving
especially useful: a keyword search. Unlike Google’s version, the Meta
library made it easy to find scam ads through searches with terms like “free
gift” or “guaranteed profit.

工作人員還注意到，當局採用一項特別有用的功能：關鍵字搜尋。與 Google 版本不同，
Meta 函式庫讓透過搜尋「免費贈品」或「保證獲利」等關鍵字輕鬆找到詐騙廣告。

Managers overseeing a revamp of the Ad Library proposed eventually killing the
 keyword feature entirely, the documents show. Wary of blowback from
regulators, however, Meta decided not to. The Meta spokesperson said Meta is
not considering it.

文件顯示，負責監督廣告庫改版的管理層曾提議最終完全取消關鍵字功能。然而，為了避
免監管機構的反彈，Meta 決定不這麼做。Meta 發言人表示，Meta 目前不考慮這個方案
。

The company did, however, change the library so that searches returned fewer
objectionable ads.

不過，公司確實改變了資料庫，使搜尋結果出現的令人反感廣告更少。

One adjustment made searches default to active ads, reducing the number of
search results by eliminating content that Meta had already blocked through
prior screening. The change made fraudulent ads from the past absent from new
search results.

一項調整讓搜尋預設為主動廣告，透過移除 Meta 先前已封鎖的內容，減少搜尋結果數量
。這項變更使過去的詐騙廣告從新的搜尋結果中消失。

Staffers also made Meta’s systems rerun enforcement measures on all ads that
appeared during new Ad Library searches, the documents show. That adjustment
gave Meta a second chance to scrap violators that had previously evaded fraud
filters.

文件顯示，工作人員還要求 Meta 系統對所有在新廣告庫搜尋中出現的廣告重新執行執法
措施。這項調整讓 Meta 有第二次機會，可以取消先前逃避防詐騙過濾器的違規者。

One of the most useful tactics it learned in Japan was Meta’s mimicry of
searches performed by regulators. After repeating the same queries, and
deleting problematic results, staffers could eventually go days without
finding scam ads, one document shows.

它在日本學到最有用的策略之一，就是 Meta 模仿監管機構的搜尋。一份文件顯示，在重
複相同查詢並刪除有問題的結果後，員工最終可能幾天都找不到詐騙廣告。

As a result, Meta decided to take the tactic global, performing similar
analyses to assess “scam discoverability” in other countries. “We have
built a vast keyword list by country that is meant to mimic what regulators
may search for,” one document states.

因此，Meta 決定將此策略推廣至全球，進行類似分析以評估其他國家的「詐騙可發現性
」。一份文件指出：「我們建立了一個龐大的國家關鍵字清單，目的是模仿監管機構可能
搜尋的關鍵字。」

Another described the work as changing the “prevalence perception” of scams
on Facebook and Instagram.

另一位則形容這項工作改變了 Facebook 和 Instagram 上詐騙的「普遍觀感」。

Meta’s perception-management tools are now part of what the company has
referred to as its “general global playbook” for dealing with regulators.

Meta 的形象管理工具現在已成為公司所謂的「全球通用操作手冊」的一部分，用以應對
監管機構。

The documents reviewed by Reuters repeatedly reference the “playbook” as
steps the company should follow in order to slow the push toward verification
in any given jurisdiction.

路透社審查的文件多次引用「操作手冊」作為公司應遵循的步驟，以減緩任何司法管轄區
的驗證推進。

Beginning one year ahead of expected regulation, the playbook advises, Meta
should tell the local regulators it will create a voluntary verification
process. When doing so, the documents add, Meta should ask those authorities
for time to let the voluntary measures play out.

該手冊建議，Meta 應提前一年通知當地監管機構，將建立自願驗證程序。文件補充說，
Meta 在執行此事時應向相關當局請求時間，讓自願措施得以進行。

To buy yet more time, and further gauge reactions from regulators, Meta after
six months should force verification upon “new and risky” advertisers, the
playbook continues.

為了爭取更多時間並進一步評估監管機構反應，Meta 在六個月後應強制「新進且風險較
高」的廣告商進行驗證，這套策略仍在繼續。


If ultimately regulators force mandatory verification for all, the playbook
states, Meta should once again stall. “Keep engaging with regulator on
extension,” one document advises.

若最終監管機構強制所有人強制驗證，該策略指出，Meta 將再次陷入停滯。「持續與監
管機構就延長事宜保持聯繫，」一份文件建議。

The documents show Meta staffers celebrating the success of their efforts to
change some perceptions.

文件顯示 Meta 員工慶祝他們改變部分觀感的成功。

In March, industry officials and regulators met for a conference in London
organized by the Global Anti-Scam Alliance, a group that organizes regular
gatherings to address online fraud.

三月，產業官員與監管機構在倫敦舉行了一場由全球反詐騙聯盟（Global Anti-Scam
Alliance）主辦的會議，該組織定期舉辦會議以打擊網路詐騙。
Meta staffers in one document celebrated the lack of scorn heaped on the
company compared with previous events.

Meta 員工在一份文件中讚揚公司比以往事件少了許多嘲諷。

5.完整新聞連結 (或短網址)不可用YAHOO、LINE、MSN等轉載媒體:
https://is.gd/DEvRn6

6.備註:

給END的你，這裡是摘要。

根據路透社獲取的內部文件，Meta 已制定了一份「操作手冊」，旨在應對監管機構對於
打擊詐騙者的壓力。這份文件顯示，如果監管機構最終強制所有用戶進行強制身份驗證
，Meta 應該繼續與監管機構進行溝通，以獲得延長時間。文件中的一段建議是「持續與
監管機構就延長事宜保持聯繫」。此外，Meta 員工也慶祝了「改變部分觀感」的成功。
因為這表明他們的努力在某種程度上已經取得了「進展」。


--
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