Online scammers target Filipinos with fake ads

Cybercriminals use the photos and names of celebrities and prominent Filipino businessmen to lure unsuspecting victims into clicking malicious links. People primarily see these scams through as sponsored posts in popular social media sites. These posts target users aged 40 and above who live in the Philippines and communicate in English to get the information that users input in their profile.

Sponsored posts are paid advertisements that leverage the leading social media’s powerful algorithms to pinpoint individuals most susceptible to the advertised content. This tailored approach allows scammers to maximize their success rate. No longer limited to poorly written emails or dubious websites, sponsored posts seamlessly blend into the social media site’s landscape. The weaponization of familiarity is particularly dangerous to older generations who may naturally extend trust to the platform and the public figures they see promoted within it — a trust that scammers ruthlessly exploit.

The escalating threat of such scams highlights the urgent need for government regulation to protect internet users. Social media companies cannot be left to police itself; it has a vested interest in allowing sponsored posts, given its income model. Legislative intervention is needed to curb the spread of these fraudulent schemes and safeguard vulnerable populations.

Lessons from Australia

Australia provides a compelling example of decisive action taken against social media giants. In response to rampant disinformation and the weaponization of online platforms, the Australian government passed the Online Safety Act, a landmark legislation holding social media companies accountable for harmful content. The Act, along with other initiatives, demonstrates Australia's commitment to holding social media platforms responsible for their content.

This bold approach forces social media companies to be more responsible custodians of user data and to actively filter out fraudulent or harmful content.

Potential regulatory measures

The Philippines could draw inspiration from Australia's model and consider the following regulatory measures:

Stricter vetting of sponsored posts: Mandate social media companies particularly Meta, to implement a rigorous verification process for sponsored posts, particularly those featuring influential figures. This could involve manual fact-checking and crossreferencing with reputable sources.

Heightened penalties: Social media companies that fail to remove demonstrably fraudulent sponsored content within a stipulated timeframe should be subject to significant financial penalties.

Public awareness campaigns: Launch government-led initiatives to educate the public, especially the elderly, on identifying and reporting online scams.

Cooperation with social media platforms: Establish collaborative channels between government agencies and social media companies to facilitate swift identification and removal of fraudulent sponsored content.

Protecting digital citizens

The unchecked proliferation of social media scams poses a grave threat to the financial security and well-being of Filipino internet users. By adopting a regulatory framework modeled on Australia's precedent, the Philippine government can take a bold stance to protect its citizens in the digital realm.

(Art Samaniego, Jr. is the head of Manila Bulletin IT Department and is the Senior Technology Officer.)