Former Meta Integrity Chief Flags Ethical Monetization Gap After Reuters Report

A Reuters investigation has raised new concerns about Meta’s ad practices. A former senior executive says the findings reveal an ethical monetization gap.Rob Leathern previously led Meta’s business integrity team. He says the report shows tension between revenue growth and user safety.
Reuters reported that Meta earned about $18 billion from China-based advertisers in 2024. This figure made up roughly ten percent of total revenue.However, internal records suggested that a significant share came from prohibited content. These ads included scams, illegal gambling, and fake products.
Meta’s platforms remain blocked in China. Still, advertisers there target users in other countries.
Leathern said the scale of the issue was difficult to justify. He added that enforcement failures hurt trust across the digital ad market.

Internal Controls and Revenue Trade-Offs

The report described internal limits on enforcement losses. Meta reportedly capped how much revenue teams could sacrifice to block risky ads.
As a result, some advertisers continued operating despite warning signs. Internal discussions reportedly weighed safety actions against financial impact.
Leathern said platforms should hold intermediaries accountable. He argued that repeat offenders should lose access.
He also called for more transparency. Clear reporting, he said, helps rebuild public confidence.

Why Trust Matters for the Business

Meta says it actively fights scams using technology and partnerships. Company leaders also dispute parts of the Reuters report.
Still, critics say the damage is real. Victims across several regions lost savings to misleading ads.
Leathern warned that trust directly affects advertising value. When users lose confidence, all advertisers suffer.
He believes the moment offers a chance to improve systems. Addressing the ethical monetization gap could protect users and long-term growth.