Exploiting Meta’s weaknesses, deceptive political ads thrived on Facebook and Instagram in run-up to election

In December, the verified Facebook page of Adam Klotz, a Fox News meteorologist, started running strange video ads.

Some featured the distinctive voice of former President Donald Trump promising “$6,400 with your name on it, no payback required” just for clicking the ad and filling out a form.

In other ads with the same offer, President Joe Biden’s well-known cadence assured viewers that “this isn’t a loan with strings attached.”

There was no free cash. The audio was generated by AI. People who clicked were taken to a form asking for their personal information, which was sold to telemarketers who could target them for legitimate offers — or scams.

Klotz’s page ran more than 300 of these ads before ProPublica contacted the weather forecaster in late August. Through a spokesperson, Klotz said that his page had been hacked and he was locked out. “I had no idea that ads were being run until you reached out.”

Klotz’s page had been co-opted by a sprawling ad account network that has operated on Facebook for years, churning out roughly 100,000 misleading election and social issues ads despite Meta’s stated commitment to crack down on harmful content, according to an investigation and analysis by ProPublica and Columbia Journalism School’s Tow Center for Digital Journalism, as well as research by the Tech Transparency Project, a nonpartisan nonprofit that researches large tech platforms. The organizations combined data and shared their analyses. TTP’s report was produced independently of ProPublica and Tow’s investigation and was shared with ProPublica prior to publication.

The network, which uses the name Patriot Democracy on many of its ad accounts, is one of eight deceptive Meta advertising operations identified by ProPublica and Tow. These networks have collectively controlled more than 340 Facebook pages, as well as associated Instagram and Messenger accounts. Most were created by the advertising networks, with some pages masquerading as government entities. Others were verified pages of people with public roles, like Klotz, who had been hacked. The networks have placed more than 160,000 election and social issues ads on these pages in English and Spanish. Meta showed the ads to users nearly 900 million times across Facebook and Instagram.

The ads are only a fraction of the more than $115 billion Meta earns annually in advertising revenue. But at just over $25 million in total lifetime spend, the networks collectively rank as the 11th-largest all-time advertiser on Meta for U.S. elections or social issues ads since the company began sharing data in 2018. The company’s failure to block these scams consistently highlights how one of the world’s largest platforms struggles to protect its users from fraud and deliver on its nearly decadelong promise to prevent deceptive political ads.

Most of these networks are run by lead-generation companies, which gather and sell people’s personal information. People who clicked on some of these ads were unwittingly signed up for monthly credit card charges, among many other schemes. Some, for example, were conned by an unscrupulous insurance agent into changing their Affordable Care Act health plans. While the agent earns a commission, the people who are scammed can lose their health insurance or face unexpected tax bills because of the switch.

The ads run by the networks employ tactics that Meta has banned, including the undisclosed use of deepfake audio and video of national political figures and promoting misleading claims about government programs to bait people into sharing personal information. Thousands of ads illegally displayed copies of state and county seals and the images of governors to trick users. “The State has recently approved that Illinois residents under the age of 89 may now qualify for up to $35,000 of Funeral Expense Insurance to cover any and all end-of-life expenses!” read one deceptive ad featuring a photo of Gov. JB Pritzker and the Illinois state seal.

More than 13,000 ads deployed divisive political rhetoric or false claims to promote unofficial Trump merchandise.

Meta removed some of the ads after initially approving them, the investigation found, but it failed to catch thousands of others with similar or even identical content. In many cases, even after removing the violating ads, it allowed the associated Facebook pages and accounts to continue operating, enabling the parent networks to spawn new pages and ads.

Meta requires ads related to elections or social issues like health care and immigration to include “paid for by” disclaimers that identify the person or entity behind the ads. But its rules for verifying advertisers and publicly disclosing who paid for such ads are less stringent than those of its main competitor, Google, ProPublica and Tow found. Many of the disclaimers on Facebook ads listed nonexistent entities.

A Meta spokesperson said it invests heavily in trust and safety and uses a mix of humans and technology to review election and social issues ads.

“We welcome ProPublica’s investigation into this scam activity, which included deceptive ads promoting Affordable Care Act tax credits and government-funded rent subsidies,” spokesperson Margarita Franklin said in an emailed statement. “… [A]s part of our ongoing work against scams, impersonation and spam, our enforcement systems had already detected and disabled a large portion of the Pages — and we reviewed and took action against the remainder of these Pages for various policy violations.”

Our analysis showed that while Meta had removed some pages and ads, its enforcement often lagged or was haphazard. Prior to being contacted by ProPublica and Tow, Meta had taken action against roughly 140 pages affiliated with these eight networks, representing less than half of the total identified in the investigation.

By then, the ads on those pages had been shown hundreds of millions of times, resulting in financial losses for an untold number of people.

Meta ultimately removed a substantial portion of pages flagged by this investigation. But after that enforcement, ProPublica and the Tow Center found that four of the networks ran more than 5,000 ads in October. Patriot Democracy alone activated two pages a day on average in the first half of this month.

“Their enforcement here is just super spotty and inconsistent, and they’re not actually attacking root problems,” said Jeff Allen, the chief research officer of the Integrity Institute, a nonprofit organization for trust and safety professionals.

He said networks like Patriot Democracy exploit the fact that a single Facebook page can be connected to multiple ad accounts and user profiles, creating a complex challenge for enforcement. “But these cracks have existed for the past eight years,” said Allen, a former Meta data scientist who worked on integrity issues before departing in 2019.

“There are a lot of gaps in the system, and Facebook’s overall strategy is to play Whac-A-Mole.”

Franklin noted that scammers use a variety of tactics to conceal their activity. Meta constantly updates its detection and enforcement systems and works with industry and law enforcement partners to combat fraudulent activity, she said.

“This is a highly adversarial space, and we continue to update our enforcement systems to respond to evolving scammer behavior,” Franklin said. She added that Meta has taken legal action against several operators.

Meta’s Rules

Misleading election ads have posed a challenge for Meta since at least 2016, when Russian trolls purchased thousands of Facebook and Instagram ads targeting Americans ahead of the 2016 presidential election.

Amid public outcry and pressure from Congress, Meta has created special rules for political and social issues advertisers, launched a public Ad Library to archive such ads and hired additional people to review ads. An integrity team has been tasked with enforcing Meta’s community and advertising standards.

In 2022 and 2023, Meta laid off over 20,000 employees, including members of its integrity team. The company said it has more than 40,000 people working on safety and security around the world, an increase since 2020. It declined to say whether it has more people working on election ad reviews this cycle compared with the last presidential election.

One of the team’s key responsibilities is to verify that election and social issues advertisers are who they say they are, and that their ads adhere to the company’s rules. Since 2019, Meta has required political and social issues advertisers to submit an Employer Identification Number, a government or military website and an associated email address, or a Federal Election Commission registration number.

Meta also allowed state and local organizations and candidates who aren’t federally registered to run ads by providing a corresponding website and email address, a “valid” phone number and a mail-deliverable address. It later relaxed the rules to allow advertisers to simply display the name of their Facebook page as the entity that paid for the ad.

Google, Meta’s main U.S. election ads competitor, doesn’t have similar carve-outs for ad disclaimers. It accepts only an FEC registration number, state elections ID or EIN to verify an organization. Google’s political ad disclaimers list the organization name or the name of a person who completed the ID verification process.

Franklin said Meta has rules to ensure that page name disclaimers aren’t abused. The company’s guidelines say that regardless of how much information advertisers disclose, the ads must “Accurately represent the name of the entity or person responsible for the ad.” But more than 100,000 ads identified by ProPublica and the Tow Center did not.

Patriot Democracy

The “paid for by” disclaimers on the ads that mysteriously started appearing on weather forecaster Klotz’s hijacked page listed “Klotz Policy Group” as the advertiser. Klotz Policy Group is not affiliated with Adam Klotz, and the email and website address in the disclaimer do not point to a dedicated website. The group is also not listed in OpenCorporates or other business registration databases.

The advertiser disclaimer information for Klotz’s page listed the email admin@patriotdemocracy.com and the website patriotdemocracy.com/klotzpolicygroup. That URL led to a page that promoted dental coverage for Medicare recipients and used the branding of a site called Saving Tips Daily. Similar URLs with the patriotdemocracy.com domain appeared across other pages in the network, which enabled ProPublica, Tow and the Tech Transparency Project to link them to the same network. (For more details on how the ads and networks were identified, see the methodology section at the end of this story.)

Patriot Democracy is the biggest of the eight networks identified during the course of the investigation and has been active on Meta’s platforms for nearly five years. It includes 232 pages that have spent more than $13 million on more than 110,000 ads.

Allen said operations like Patriot Democracy spend millions on Meta ads because it helps them find victims.

“If they gave over $10 million to Facebook, then they may have extracted $15 million from American seniors with this garbage,” he said. “The harms add up.”

The pages often have official-sounding names such as “Government Cash Program,” “US Financial Relief” and “USA Stimulus Fund,” and their ad disclaimers list organization names that do not correspond to registered entities or websites.

Meta also allowed the page owners to falsely identify themselves as affiliated with the federal government. If a user looked up the page details of “Government Cash Program,” they would see a notation showing that it’s a “Government Website.” US Financial Relief is listed as a “Government organization.” More than 20 pages claimed to be a “Public Service.”

One of the most common types of ads run by Patriot Democracy pages is for Trump merchandise, including coins, flags and hats.

One of these ads ensnared Sam Roberson, a 57-year-old Texas resident, last month. While browsing Facebook, Roberson was drawn to an offer for a Trump coin from a page called Stars and Stripes Supply. The coin was embossed with an image of the former president raising his fist after the assassination attempt in Pennsylvania. One click took him to the site patriotprosnetwork.com, where Roberson paid $39.99 for 11 coins that he planned to give to his grandkids. He received the coins. But two weeks later, his card was charged another $29.99.

Roberson told ProPublica that he didn’t realize that he had signed up for a subscription. He contacted customer support to request a refund, but is skeptical the company will follow through.

“With these knuckleheads and how deep they are dug in, I may end up having to cancel the card,” he said.

When ProPublica called the site’s customer service line, a person who did not give their name said that customers who choose the “VIP” checkout option receive a discount on their purchases and are automatically enrolled in a monthly membership. The spokesperson said that customers are informed on the site and by email “how they got involved [in the membership] and how they can cancel.”

They said that someone else from the company could answer questions about advertising but hung up when asked how often they receive customer complaints about the membership fee.

ProPublica also sent an email with detailed questions about the coin offer and the subscription but did not receive a response.

The Stars and Stripes Supply page spent over $700,000 on Meta ads for Trump merchandise and ran ads as recently as Sept. 28 before it was removed by Meta. The page and the store have received onlinecomplaints about the billing scheme. It’s unclear who controls the page or the store, or how they are connected.

In addition to the billing schemes, the Trump merchandise ads often draw clicks with false claims and divisive language. Stars and Stripes Supply ran ads for Trump and JD Vance yard signs that falsely claimed “liberal activists are ripping Trump-Vance yard signs from the ground, sparking a wave of controversy across the nation.”

A page called Truly American ran a video ad for a “free” Trump flag and coin offer that was narrated by a female voice claiming to be Melania Trump. “Today we see free thinkers and independent voices like gay conservatives and Log Cabin Republicans silenced, censored and bullied by cancel-culture mobs. Donald stood against this and they tried to silence him for good,” the voice intoned, as the ad showed an image of Trump with his bloodied ear.

It’s unclear who ultimately controls the Patriot Democracy pages and associated Instagram accounts or who paid for the ads. Along with listing fake advertiser names, Patriot Democracy ad disclaimers show addresses that often correspond to WeWork co-working spaces or UPS stores. And the phone numbers, which are shared among multiple pages, led to generic voicemail messages — with one exception.

A man who answered one number said he’d never run ads on Meta and didn’t know why his phone number was listed. He said he was on his way to court and asked the reporter to call back later. He did not answer a subsequent call, and the phone number was soon disconnected.

The ownership information for patriotdemocracy.com and its related domains is also private, making it impossible to know who registered the domain. Meta did not answer specific questions about the network.

Before ProPublica and Tow reached out, Meta had removed less than half of Patriot Democracy pages for violating its advertising standards. It also failed to take action against the larger network, even after some of its pages were exposed in earlier reports by Forbes and researchers at Syracuse University.

Of the more than 110,000 ads on Patriot Democracy pages identified by ProPublica and Tow, Meta stopped just over 7,000, or roughly 6%, from running for violating standards. These ads were shown nearly 60 million times before Meta took action. Meta also consistently failed to detect and remove copies of ads it had previously banned due to policy violations, according to the analysis.

Franklin said Meta uses a variety of automated approaches to detect and remove duplicate ads. This includes training systems to recognize the images and videos used in previously removed ads in order to prevent them from running again. It also looks at a variety of signals, including user and payment information and the devices used to access accounts, to restrict or ban people who break its rules, she said.

One of the most popular lures used by Patriot Democracy and other networks is the promise of free government cash.

More than 30,000 ads across the networks identified by ProPublica and Tow falsely claimed that nearly all Americans could receive government subsidies or are eligible for a “FREE Health Insurance Program.” People who clicked were often directed to unethical insurance agents who altered their existing ACA plan details or signed them up for plans they weren’t eligible for, pocketing a commission in the process. These ads were shown to users at least 38 million times.

The scheme has caused victims to lose their existing ACA health insurance or to be hit with unexpected tax bills from the IRS. In those cases, the agent falsely reported a lower income to enroll clients and secure a commission. In response to the surge in fraudulent enrollments, the Centers for Medicare & Medicaid Services, the federal agency that administers the ACA, implemented stricter rules this summer for insurance agents.

A CMS spokesperson declined to comment on specific ads or platforms. But insurance marketers and other industry experts told ProPublica that Facebook ads are a scammer’s preferred method for ensnaring victims. Meta declined to comment on whether it’s in touch with CMS.

“It’s clear from speaking with a lot of different consumers that were ripped off that the Facebook ads played a big part,” said Jason Doss, an Atlanta lawyer who filed a class-action suit against a group of companies and individuals who allegedly used online ads, high-pressure insurance call centers and other methods to commit mass ACA enrollment fraud. The companies have moved to dismiss the case, citing a lack of jurisdiction and failure to show that any laws were broken, among other defenses. “We deny the allegations made and will be defending the case,” the CEO of one company named in the suit told ProPublica. The suit is ongoing.

Since 2021, Google has required U.S. health insurance advertisers to verify their identity and license status prior to running ads. Meta does not have this requirement. The company did not respond to questions about health insurance advertisers.

Taking on a Network

Meta’s failure to stop deceptive ads about government programs has forced some state and local officials to step in.

In January 2023, investigators in the Alaska Division of Insurance received complaints from consumers who said they were shown misleading ads on Facebook.

The ads used the state seal of Alaska and in some cases a photo of the governor to falsely claim that the state was offering new funeral and burial benefits. “The State of Alaska approved NEW affordable Funeral programs, designed to cover 100% final expenses up to 25,000 or more. Not just a portion,” read one ad.

As with other types of deceptive ads, the burial ads tricked people into filling out a form. In this case, they often ended up on the phone with someone trying to sell life insurance.

Alex Romero, Alaska’s chief insurance investigator, was alarmed. There weren’t any “new” state benefits. It’s also illegal in Alaska, and just about every state, to use a state seal without permission.

Searching the Meta Ad Library, he found hundreds of deceptive ads that used state seals. Romero warned his fellow state insurance investigators on a scheduled conference call soon after his discovery. “There was a proliferation of advertising using the same deceptive marketing,” Romero told ProPublica.

Around the same time, officials in Ventura County, California, were alerted to the unauthorized use of its county seal in Facebook ads. A local news outlet sent the county examples of burial insurance ads that used the Ventura County seal. Tiffany North, the county counsel, began an inquiry. She and Romero connected last spring and realized the same person was connected to the Facebook ads: a lead-generation marketer and insurance broker named Abel Medina.

Public records show that Medina, 35, owns companies such as Heartwork Global and Kontrol LLC, which have run election and social issues ads on several Facebook pages.

Romero said his research showed that Kontrol LLC was a key source of Facebook ads with state seals and images of governors. “Practically every state, a bunch of counties, several cities, they’re all getting tagged by this guy Medina,” he said.

Two other companies, Final Expense Authority LLC and American Benefits & Services LLC, ran similar ads on some of the same Facebook pages, ProPublica and Tow found. Their websites had text that was nearly identical to text on Heartwork Global’s site.

Corporate records show that Final Expense Authority LLC is registered to Tiffani Panyanouvong, a 24-year-old former insurance broker. She told ProPublica that Medina registered the entity in her name without her permission when they were dating.

American Benefits & Services LLC is registered in Delaware and does not publicly list an owner. Panyanouvong said that Medina used that company and Final Expense Authority to run ads on Meta and that she “had nothing to do with his lead-generation services.”

“This is all because of him, and I was just his girlfriend at the time,” Panyanouvong told ProPublica in a WhatsApp message. “And he used me as another person to hide behind to get through the Facebook advertising loop holes.”

On his LinkedIn profile, Medina touts his Facebook ad expertise. He says he generated “$1.6 Million in sales in under eight months with only Facebook Final Expense Media Buying and growing other verticals.”

He’s also teaching others how to do it — for a fee. His profile points to a website, Scale Kontrol, which promises to help clients create a “cash cow advertising machine” by using Facebook ads to generate customer leads. The site also assures customers that it knows “work arounds” to avoid having ads “flagged, banned, restricted.”

Medina did not respond to phone messages or to a detailed list of questions sent to three email addresses, his Facebook account and a home address.

ProPublica and Tow found that the four companies have operated at least 40 Facebook pages and spent $2.1 million on more than 21,000 election and issues ads. Thousands of ads reviewed by ProPublica and Tow across pages linked to the companies made deceptive claims and appeared to break one or more Meta rules.

The pages used deepfake audio of Biden to make false claims about government subsidies, ran deceptive auto insurance ads that promoted nonexistent “Biden Gas Relief Checks” using images of a U.S. Treasury check, and falsely claimed that “The State has approved a NEW Mortgage Protection Plan that protects your home and family in the event of an unexpected tragedy.” No such state plan exists.

Prior to being contacted by ProPublica, Meta had removed about half of the pages. Ten pages connected to these companies ran ads in the last three months.

In March 2023, North sent a cease-and-desist letter to Final Expense Authority. “Your use of the County’s official seal and your actions in misleading the public are unauthorized and unlawful,” she wrote.

The following month, Romero sent a similar letter to Medina, Panyanouvong and three of the companies. It cited five criminal and civil statutes that the state of Alaska believed they had violated and demanded they stop running ads with the state seal and images of the governor.

North and Romero said the ads with their respective seals stopped soon after the letters were sent. (Neither contacted Meta directly, telling ProPublica they focused on the companies running the ads.)

Final Expense Authority, the company registered to Panyanouvong, is the subject of an ongoing investigation by the Monterey County district attorney’s office over its use of the California county’s seal. Emily Hickok, Monterey County’s chief deputy district attorney, confirmed the investigation to ProPublica and said her office reported the ads to Meta in February. She declined to comment further, citing the ongoing investigation.

Panyanouvong’s California insurance license was revoked in January. An attorney for the state Department of Insurance cited the use of Ventura County and Alaska seals in ads, among other alleged violations, state records show. Due to a prior criminal conviction for petty theft, records show that in 2019 Medina received a California insurance license on a probationary basis. It has been inactive since last November. He holds an active license in Texas.

Panyanouvong, who now works as a waitress, said she hopes to get her license back. “I’m pretty disheartened about this matter constantly haunting me,” she said.

The California Department of Insurance declined to comment on any investigations into the companies. “While we do not comment on open investigations, deceptive advertising on social media platforms can be a cause for licensing action or criminal prosecution,” it said in a statement to ProPublica.

Meta removed all of the active pages linked to the four companies after ProPublica and Tow shared them. It declined to say whether it had taken additional action. But as recently as early October, an ad from American Benefits & Services offered $100K to homeowners: “Claim cash back with these new home owners benefits programs that just became available.”

Still Locked Out

After ProPublica emailed Klotz, the meteorologist, in August to ask about the ads running via his page, his employer, Fox News, contacted Meta to get the ads removed and to restore his access. His verified page continued running ads promising easy money to Americans until early October. As of this week, he still doesn’t have access to his page.

“As far as I know the account is still hacked and in their control,” Klotz said.

Methodology

The pages and networks included in this investigation were identified by searching Meta’s Ad Library for keywords including “benefits,” “subsidy,” “stimulus,” “$6400” and “burial.” The initial keywords were chosen based on examples sourced from reports, FTC investigations and lawsuits. Each page added to the initial seed set was vetted by viewing its ads, advertiser disclaimer information, and page content and manager information.

Using this initial set, we expanded the list of keywords based on ads run by the pages and by searching the Ad Library for websites that the ads linked to. We then used the Ad Library Report interface to identify all pages for each advertiser. We also looked for pages that ran ads using the same advertiser disclaimer information.

Patriot Democracy

In the case of the Patriot Democracy network, we connected the pages and ads together via three domains that were used in “paid for by” ad disclaimers: informedempowerment.com, tacticalempowerment.com and patriotdemocracy.com. The disclaimers that used these domains often used the same phone numbers or addresses. Additionally, a Domain Name System analysis showed that all three domains resided on the same server.

Determining Metrics

To determine the total number of ads, ads removed and impressions, we relied on the Meta Ad Library application programming interface. For each page identified using the above methodology, we pulled all the ads via the API. To ascertain which ads had been removed, we filtered out ads that had the text “This content was removed because it didn’t follow our Advertising Standards.” However, if Meta had taken action at the page level, this ad text would not update.

Meta’s Ad Library does not offer exact numbers for impressions of individual election and social issues ads. Instead, it offers ranges. We used the most conservative number offered by Meta, the “lower bound.” This means that cumulatively, these ads likely had tens of thousands more impressions.

The Ad Library provides the total spending for election and social issues ads run on a page, which is the source of all of the dollar amounts cited in this investigation.