Social media platforms earned an estimated €32 million from Irish users through fraudulent advertisements last year, according to a new study by Juniper Research.
The report highlights that despite repeated warnings from authorities and consumer groups, many users continue to fall victim to scam ads circulating on major social media platforms.
According to the study:
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Ireland loses around €1,500 per fraudulent ad shared on social media
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Across Europe, social media platforms earn approximately €4.4 billion annually from consumers through ad-related activity, including fraudulent promotions
Researchers warn that the scale of ad fraud is growing rapidly, driven by highly targeted ads, fake endorsements, and cloned websites that appear legitimate. Many of these ads promote fake investments, crypto schemes, counterfeit products, or impersonate well-known brands and public figures.
Juniper Research cautioned that while platforms profit from ad placements, the financial risk is largely borne by consumers, and enforcement mechanisms remain weak.
Experts are urging stronger regulation, faster removal of scam ads, and greater accountability for platforms, while also advising users to remain vigilant and avoid clicking on ads that promise guaranteed returns or urgent offers.