Thailand’s consumer watchdog is preparing legal action against Meta, alleging that Facebook has failed to adequately prevent scammers from using the platform to defraud users through fraudulent advertisements and fake online schemes.

According to the Consumer Council of Thailand, thousands of complaints linked to Facebook have been recorded over the past two years, ranging from undelivered online purchases and fake investment opportunities to identity impersonation and deceptive pages designed to mislead consumers. The regulator argues that repeated efforts to engage with Meta and request the removal of fraudulent advertisements have not produced sufficient action.

The planned lawsuit reflects a broader global trend in which governments are increasingly holding digital platforms accountable not only for hosting illegal content, but also for the real-world financial harm that can result from algorithm-driven advertising ecosystems.

Consumer advocates argue that social media companies possess sophisticated targeting and moderation technologies and therefore should bear greater responsibility when scam campaigns repeatedly reach large audiences. Meta, meanwhile, has consistently stated that it invests heavily in fraud detection systems and works with regulators and law enforcement agencies to combat online abuse.

With roughly 51 million Facebook users in Thailand, the case could have significant implications for platform governance in Southeast Asia. A successful lawsuit may encourage regulators in other jurisdictions to pursue similar legal strategies aimed at strengthening consumer protections and forcing stricter oversight of online advertising systems.

The dispute also highlights the evolving legal landscape facing major technology companies. Beyond traditional content moderation debates, courts and regulators are increasingly examining whether platforms have a broader duty of care to actively prevent financial fraud facilitated through their services.

If the case proceeds, it could become another important test of how far governments can require social media platforms to assume responsibility for user safety in the digital economy.