Meta has shifted its approach to handling scam ads on its platforms. Instead of outright removing these ads, the company has focused on making them harder to locate for regulators and journalists. This strategy emerged from concerns that Japanese regulators might enforce universal advertiser verification, an initiative Meta estimated could cost about $2 billion and cut its revenue by nearly 5%. Internal documents reviewed by Reuters reveal that Meta is actively concealing scam ads from scrutiny, deploying tactics to obscure their visibility. The cleanup effort has been significant enough that Meta has included it in a "general global playbook" for avoiding regulatory challenges across various markets, including the U.S., Europe, India, Australia, Brazil, and Thailand. This move reflects a broader strategy to mitigate the financial impact of regulations while keeping revenue streams intact. Previous reports indicated that Meta projected around 10% of its 2024 revenue would stem from ads related to scams and prohibited goods. Although the company later claimed that this figure was too broad, the issue remains pressing, particularly since the rate of scam-related ads is reportedly double in China. The ongoing situation highlights Meta's balancing act between compliance and profit.