The rich Irish entrepreneur, Denis O’Brien, has filed a case in the High Court against Meta Platforms Ireland, previously known as Facebook Ireland, on the basis of supposedly misleading advertisements posted on the social media platform.
This move follows TV presenter Miriam O’Callaghan’s lawsuit against the same firm two years ago, which revolved around several false and defamatory advertisements about her on the platform. O’Callaghan received an unapologetic apology for the misuse of her name and image during the settlement. On their part, Meta Platforms Ireland, an arm of the international conglomerate, promised a new tool for reporting scam advertisements, enabling Irish users to file reports about deceptive ads to a dedicated team within Facebook for review.
In contrast, Micheál Martin, the Tánaiste, ended High Court proceedings he had initiated against Google last December. He sought information about the identities behind false advertisements containing potentially defamatory content. The court authorised Google – unopposed – to share the details of those associated with the ads, including names, email addresses and telephone numbers, with Mr Martin. They were also ordered to provide information on any financial resources or services used in the placement of the ads, and any IP addresses used to arrange the publication of the phoney ads.
Google reportedly removed the ads and froze the advertiser’s account on grounds of “serious policy infractions”. Mr Martin’s legal advisors were informed the ads belonged to a wider pattern, globally, of questionable entities seeking to fool users by enticing them to click on an ad, often using famous people’s names or images and salacious text or content.
Despite these instances, social media platforms have consistently challenged their accountability for defamatory content, arguing that they are mere intermediaries and not publishers.
Commenting on the ongoing litigation, Mr O’Brien’s representative declined to say anything. A representative from Meta had no comment to make.
However, last December, Meta issued a full and sincere apology to the affluent Qatari businessman Wissam Al Mana, who is based in the UK, in the Dublin High Court. This was over a case of unauthorised advertisements on its site involving his name and image. Al Mana had taken legal action against Meta for these advertisements which, he alleged, were conducted by unknown people using the Facebook Ads Tool. The apology was part of the resolution of Al Mana’s lawsuit.