According to Bloomberg, Polish billionaire Brzoska, the founder and CEO of an Amsterdam-listed company, is determined to combat the use of deepfakes in fraudulent advertisements. In a recent interview, Brzoska expressed his commitment to uncovering the extent of revenue generated from such deceptive ads. He aims to rally other prominent Polish figures to join his cause, thereby increasing pressure on Meta to more effectively distinguish between fake and legitimate content.

Meta, the parent company of Facebook, is under growing scrutiny globally for the rise in scams that exploit generative artificial intelligence tools and the likenesses of famous individuals to deceive victims. This year, a US judge addressed the issue, highlighting the urgency of the matter. A Meta spokesperson stated that the company removes false content when identified and is currently evaluating the decision made by the Polish regulator.

Brzoska described the Polish regulator's decision as a pioneering move within the European Union, grounded in the bloc's data protection regulations. He is now awaiting the response of the Irish Data Protection Commission, which oversees Facebook's European operations in Dublin, before deciding on the appropriate jurisdiction for legal action. Despite the injunction, Brzoska noted that new instances of fraudulent use of his and local television celebrity Mensah's images continue to emerge. He emphasized the significant amount of time he spends addressing these deepfakes and stressed the need for accountability in the propagation of such criminal activities.