Yusaku Maezawa Sues Meta Over Investment Scam Ads Using His Image
Japanese billionaire Yusaku Maezawa has filed a lawsuit against Meta and its Japanese branch, Facebook Japan, accusing them of negligence in allowing his name and image to be misused in fraudulent investment ads on their platforms. The entrepreneur and influencer shared the court documents on X (formerly Twitter) this Wednesday, revealing that he is seeking to stop the unauthorized use of his likeness and demanding ¥1 (about $0.006) in damages.
Maezawa, who founded Japan’s largest online fashion retailer, Zozotown, explained his goals in the post. “Our primary aim is to clarify whether their actions are illegal,” he wrote. He further expressed concern over the lack of effective measures taken by Meta to combat fraudulent ads, and called for a detailed review of the company’s approach to regulating such content. “If deemed illegal, it will help fraud victims seek damages and contribute to preventing future scams,” he added.
Maezawa, who is the 28th richest person in Japan with a net worth of $1.4 billion, has been a vocal critic of Meta’s handling of fraudulent ads. He gained widespread attention in Japan after his trip to the International Space Station in 2021. Earlier this year, Maezawa joined forces with Takafumi Horie, another businessman whose image has been exploited in scams, to discuss the issue at a Liberal Democratic Party session on consumer protection in Tokyo on April 10.
This lawsuit follows a similar case from April 25, when four victims of online scams filed a lawsuit against Facebook Japan, claiming they were deceived by ads that falsely promised high investment returns using images of celebrities. The plaintiffs demanded ¥23 million in damages from the company.
In response, Meta issued a statement on April 16, outlining its countermeasures against fraudulent celebrity impersonation ads. The company said it uses human reviewers familiar with Japanese cultural nuances and automated detection tools to address the issue. Meta further emphasized the importance of a collective societal effort to tackle online fraud.
However, Maezawa dismissed Meta’s response as insufficient. In a post on X, he questioned the sincerity of the company’s efforts, stating, “How about starting with an apology? If you have a review team that understands Japanese culture, identifying scams with my image and other celebrities should be easy, right?” He criticized Meta for shifting blame and not taking full responsibility for the ongoing issue.
