Meta Withdraws Complaints Over Use Of Deepfake Ads In Poland

Meta Platforms Ireland Limited recently withdrew complaints against the President of the Personal Data Protection Office (UODO) in Poland regarding the use of deepfake technology in advertisements featuring public figures. The withdrawal comes after a series of decisions issued by UODO President Mirosław Wróblewski that ordered the company to halt the display of certain ads for three months across its social media platforms, including Facebook and Instagram.

On March 24, 2025, UODO announced the discontinuation of proceedings following Meta's retraction of its complaints related to directives issued on August 5, 2024. The advertisements in question misused the images of InPost President Rafał Brzoska and his wife, Omena Mensah, a well-known journalist and TV presenter. These ads employed artificial intelligence through deepfake technology, remarkably altering the public perception of both figures.

Fake video recordings began to surface on Facebook in March 2024, promoting investment platforms and notably featuring Brzoska's image. These deceptive materials included fabricated claims about Mensah, suggesting she had suffered abuse, was dead, or had been arrested by law enforcement, painting a sensational—yet untrue—narrative.

UODO's investigation revealed the critical impact of such fake news on personal dignity and the potential for leading individuals to make unfavorable financial decisions. The president of UODO stated, "Fake news can be very harmful, violate personal dignity, and lead to unfavorable financial decisions,” addressing the core issue of misinformation that often exploits the fame of well-known individuals.

In response to the controversy, Meta had been ordered to refrain from displaying the misleading ads. Wróblewski emphasized the need for action, remarking that the content's harmful nature was of significant concern. He stated that these developments highlighted the ongoing difficulty in controlling the spread of false information in digital environments.

Brzoska himself declared the outcome as a success, asserting that the pressure had led to substantive changes that would be implemented throughout Europe to combat the misuse of images in fake news. "We have succeeded in enforcing changes that will be effective across all of Europe," he stated, demonstrating confidence in the impact of their efforts against such deceptive practices. On social media, he expressed, "My fight to protect our image from fake news has proven to be successful.”

Meta, for its part, has committed to implementing solutions to address the issue of deepfakes and their uses on its platforms. In a recent communication, the company indicated that tools would be introduced promptly to prevent any future exploitation of both personal images and misinformation on its services. Omena Mensah noted, "This tool will begin operating today; our images will no longer be used to produce fake news or deceive users on these platforms.”

The case also sheds light on the broader implications of deepfake technology and its potential to disrupt social media environments. The increasing prevalence of misinformation, especially targeting prominent figures, calls for continuous vigilance and proactive measures from tech companies like Meta.

As this case unfolds, UODO remains deeply invested in the evolving strategies that Meta is deploying. It underscores the responsibility of social media platforms to ensure compliance with data protection laws while fostering a safer environment for all users.

Brzoska’s statement resonates particularly amid a broader societal push against misinformation. "Pressure makes sense, even on giants like Meta,” he reflected, reinforcing the notion that public figures can advocate for systemic change. In an era where technology can easily distort reality, the push for accountability is vital not only for individual dignity but also for the integrity of information shared online.

As pressures mount for action against deceptive practices, this case serves as a pivotal moment for the regulation of digital content and the protection of personal likenesses in an age rife with technological manipulation.