{"id":36998,"date":"2026-09-29T08:30:00","date_gmt":"2026-09-29T06:30:00","guid":{"rendered":"https:\/\/kpw.law\/?p=36998"},"modified":"2026-09-29T10:47:56","modified_gmt":"2026-09-29T08:47:56","slug":"meta-is-liable-for-fake-profiles","status":"publish","type":"post","link":"https:\/\/kpw.law\/en\/meta-is-liable-for-fake-profiles\/","title":{"rendered":"Meta Is Liable for Fake Profiles"},"content":{"rendered":"\n<div class=\"wp-block-group alignfull v4-pattern-hero v4-pattern-hero--post is-style-background-blend is-style-arrow has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-cover alignfull v4-pattern-hero__cover\" style=\"padding-top:var(--wp--preset--spacing--80);padding-bottom:var(--wp--preset--spacing--80);min-height:75vh;aspect-ratio:unset;\"><img data-dominant-color=\"588cc3\" data-has-transparency=\"false\" loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" sizes=\"auto, 100vw\" class=\"wp-block-cover__image-background wp-image-36996 size-large not-transparent\" alt=\"Meta haftet f\u00fcr Fake-Profile, Scam-Anzeigen, Plattformhaftung, IT-Recht, Rechtsanwalt\" src=\"https:\/\/kpw.law\/wp-content\/uploads\/Meta-haftet-fuer-Fake-Profile-1024x576.avif\" style=\"--dominant-color: #588cc3; object-position:51% 44%\" data-object-fit=\"cover\" data-object-position=\"51% 44%\" srcset=\"https:\/\/kpw.law\/wp-content\/uploads\/Meta-haftet-fuer-Fake-Profile-1024x576.avif 1024w, https:\/\/kpw.law\/wp-content\/uploads\/Meta-haftet-fuer-Fake-Profile-300x169.avif 300w, https:\/\/kpw.law\/wp-content\/uploads\/Meta-haftet-fuer-Fake-Profile-768x432.avif 768w, https:\/\/kpw.law\/wp-content\/uploads\/Meta-haftet-fuer-Fake-Profile-1536x864.avif 1536w, https:\/\/kpw.law\/wp-content\/uploads\/Meta-haftet-fuer-Fake-Profile-2048x1152.avif 2048w\" \/><span aria-hidden=\"true\" class=\"wp-block-cover__background has-base-background-color has-background-dim-0 has-background-dim\"><\/span><div class=\"wp-block-cover__inner-container has-global-padding is-layout-constrained wp-block-cover-is-layout-constrained\">\n<div style=\"height:5em\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-97ba1214 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--80);padding-top:var(--wp--preset--spacing--60)\">\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-a6a2a725 wp-block-group-is-layout-constrained\">\r\n<h1 id=\"multirow-headline-block_d1c7847198d7114ef7ab795fa240a647\" class=\"wp-block-visual4-multirow-headline\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-gigantic-font-size wp-block-paragraph\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">Meta<\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size wp-block-paragraph\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:15%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">is liable for <\/p>\n\n\n\n<p class=\"has-contrast-color has-text-color has-link-color has-gigantic-font-size wp-elements-1 wp-block-paragraph\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\"><span class=\"v4-marker-highlight-background\">fake profiles<\/span>.<\/p>\n\n<\/div> \r\n<\/h1>\n\n\n<div class=\"wp-block-group has-small-font-size is-nowrap is-layout-flex wp-container-core-group-is-layout-878d3859 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--20);margin-bottom:0;padding-top:0;padding-bottom:0;font-style:italic;font-weight:300;text-transform:uppercase\"><div style=\"font-style:italic;font-weight:300;text-transform:uppercase\" class=\"wp-block-post-date has-small-font-size\"><time datetime=\"2026-09-29T08:30:00+02:00\">29. September 2026<\/time><\/div>\n\n\n<p class=\"wp-block-paragraph\">of<\/p>\n\n\n<div style=\"font-style:italic;font-weight:600\" class=\"wp-block-post-author-name\">Clemens Pfitzer<\/div><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-3b99a472 wp-block-group-is-layout-constrained\">\n<p class=\"wp-block-paragraph\"><strong>Is a platform liable for fake profiles that unknown individuals use to promote fraudulent investment schemes under someone else\u2019s identity and trademark? And is it enough to simply delete reported content at some point?<\/strong><\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n<h2 id=\"h-betrugsanzeigen-mit-fremdem-gesicht\" class=\"wp-block-heading\">Reports of fraud using someone else\u2019s photo<\/h2>\n\n<p class=\"wp-block-paragraph\">A company operates a well-known website featuring comparison tools and guides for financial products. Its founder and CEO is the public face of the site, appearing in videos and a podcast. Unknown individuals posted profiles, posts, and advertisements on Instagram and Facebook using the company\u2019s commercial designation as well as the founder\u2019s name and photos. Among these was an AI-generated deepfake video purporting to offer investment tips. Anyone who followed the links ended up in private Messenger groups where allegedly fraudulent investments were promoted.<\/p>\n\n<p class=\"wp-block-paragraph\">The company submitted reference images via Meta\u2019s reporting tool and reported approximately 256 violations between July 29, 2024, and August 28, 2024, alone. A formal <a href=\"https:\/\/kpw.law\/thema\/abmahnung\/\" data-type=\"thema\" data-id=\"182\">cease and desist letter<\/a> from a lawyer followed on October 1, 2024. Meta deleted the content, though in some cases only after several weeks, while new counterfeits continued to appear. In court, Meta defended itself by arguing that it was merely a neutral hosting service for third-party content. The company therefore took legal action against Meta.  <\/p>\n\n<h2 id=\"h-lg-frankfurt-verurteilt-meta\" class=\"wp-block-heading\">Frankfurt Regional Court Rules Against Meta<\/h2>\n\n<p class=\"wp-block-paragraph\">In <a href=\"https:\/\/ordentliche-gerichtsbarkeit.hessen.de\/presse\/fake-werbung\">its judgment of September 16, 2026\u2014Case No. 2-06 O 234\/25\u2014<\/a> the Frankfurt am Main Regional Court largely granted the plaintiffs\u2019 claim. Meta must refrain from disseminating the disputed fake content and variants that are substantially identical to it. Meta must provide the plaintiffs with information regarding the reach and revenue generated. In addition, Meta is liable for damages in principle and owes the founder monetary compensation.<\/p>\n\n<h2 id=\"h-warum-greift-das-haftungsprivileg-nicht\" class=\"wp-block-heading\">Why doesn&#8217;t the liability exemption apply?<\/h2>\n\n<p class=\"wp-block-paragraph\">This question touches on a core issue of <a href=\"https:\/\/kpw.law\/en\/fields-of-law\/it-law\/\">IT law<\/a>. Under the EU\u2019s Digital Services Act (DSA), hosting services are generally liable for third-party content only after they become aware of it. If they act promptly at that point, they remain free from liability. This privilege requires that they play a neutral, purely technical role. The ECJ has interpreted the predecessor provision in the E-Commerce Directive (<a href=\"https:\/\/infocuria.curia.europa.eu\/tabs\/jurisprudence?lang=DE&amp;searchTerm=C%252D188%252F24\">Webgroup and Coyote ECJ judgment of June 16, 2026\u2014Case Nos. C-188\/24 and C-190\/24<\/a>). According to this interpretation, an operator exercises control if its algorithm determines, in its own interest, under what conditions and in what order content is disseminated.<\/p>\n\n<p class=\"wp-block-paragraph\">The Frankfurt Regional Court applies this case law to the DSA. Meta determines, through an automated auction, which ads appear to which users and in what order. Meta also uses algorithms to direct regular posts into other users\u2019 feeds. Both practices serve its own economic interests, namely advertising revenue and increased engagement. Knowledge of the specific content is therefore no longer relevant. The situation is likely different for purely chronological feeds, such as those used by Mastodon or Bluesky.<\/p>\n\n<div class=\"wp-block-group v4-pattern-general-quote-box has-kpw-purple-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--60);margin-bottom:var(--wp--preset--spacing--60)\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\" style=\"padding-right:var(--wp--preset--spacing--70);padding-left:var(--wp--preset--spacing--70)\">\n<p class=\"wp-block-paragraph\">Ultimately, it is therefore up to the service provider to decide, in its own interest, whether to use algorithms to determine the conditions under which content is displayed, thereby assuming control over the content and, consequently, responsibility for the content it displays.<\/p>\n<\/blockquote>\n<\/div>\n\n<p class=\"wp-block-paragraph\">Meta is therefore not merely liable as a so-called \u201cinterferer\u201d\u2014that is, as an indirect participant obligated only to cease and desist. Meta is liable as a principal and is therefore also liable for damages.<\/p>\n\n<h2 id=\"h-was-gilt-wenn-das-privileg-doch-greift\" class=\"wp-block-heading\">What happens if the defense does apply?<\/h2>\n\n<p class=\"wp-block-paragraph\">Even with the privilege, Meta is liable because the platform did not act promptly. Reference images, documented reports, and a cease and desist letter described the infringements in such detail that Meta could have detected them automatically. A removal period of 14 or 20 days is no longer considered prompt in the case of such clear violations. Furthermore, the platform must explain when it became aware of the infringement and what actions it took in response.<\/p>\n\n<p class=\"wp-block-paragraph\">Based on the <a href=\"https:\/\/kpw.law\/en\/liability-for-fake-profiles-on-social-media\/\" data-type=\"post\" data-id=\"31085\">Munich Higher Regional Court\u2019s ruling of January 20, 2026\u2014Case No. 18 U 2360\/25\u2014<\/a> the court extends this obligation to future fake profiles that are essentially identical. Accordingly, the ban covers, for example, profile names to which numbers or special characters have been added. It is not necessary to report each individual profile again.<\/p>\n\n<h2 id=\"h-was-bedeutet-das-fur-plattformen\" class=\"wp-block-heading\">What does this mean for platforms?<\/h2>\n\n<p class=\"wp-block-paragraph\">Until now, the focus has been on liability upon becoming aware of an issue, as we reported, for example, regarding <a href=\"https:\/\/kpw.law\/en\/google-is-liable-for-dsa\/\">Google\u2019s liability as a \u201cdisturber\u201d under the DSA<\/a>. The Frankfurt ruling takes a earlier approach, focusing on the business model. We have already described a similar approach in connection with the <a href=\"https:\/\/kpw.law\/en\/youtubes-liability-exemption-no-longer-applies\/\">elimination of YouTube\u2019s liability privilege<\/a>.<\/p>\n\n<h2 id=\"h-so-gehen-sie-gegen-fake-profile-vor\" class=\"wp-block-heading\">Here\u2019s how to deal with fake profiles<\/h2>\n\n<ul class=\"wp-block-list is-style-arrow\">\n<li><strong>Document violations thoroughly.<\/strong> Save screenshots that include the date, profile name, and links. Make a note of when the post was reported and deleted.<\/li>\n\n\n\n<li><strong>Use the platform\u2019s reporting channels.<\/strong> Upload reference images and report each case using the designated tools. The acknowledgments will later serve as proof that the platform was aware of the issue.<\/li>\n\n\n\n<li><strong>Describe patterns of infringement precisely.<\/strong> Identify your own accounts and clarify whether you place ads yourself. Describe which combination of names, images, and commercial designations indicates a fake account.<\/li>\n\n\n\n<li><strong>Secure rights to visual material.<\/strong> Agree in writing with employees and photographers on exclusive rights of use. In the Frankfurt case, the copyright claims failed precisely because of this.<\/li>\n\n\n\n<li><strong>Consider taking legal action in a timely manner.<\/strong> If the platform is slow to respond, a cease and desist letter, a preliminary injunction, or a lawsuit may be necessary.<\/li>\n<\/ul>\n\n<ol class=\"wp-block-list is-style-arrow\">\n<li><\/li>\n<\/ol>\n\n<h2 id=\"h-fazit\" class=\"wp-block-heading\">Conclusion<\/h2>\n\n<div class=\"wp-block-columns v4-pattern-text-copy-half-col is-layout-flex wp-container-core-columns-is-layout-f56f613f wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"wp-block-paragraph\">For companies and public figures whose faces or trademarks are misused in scam ads, the ruling opens up new possibilities. It shifts the responsibility\u2014rightly so\u2014to those who control the ad placements and profit from them.  <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It remains to be seen whether this line of reasoning will hold. The ECJ had to rule on French regulations concerning, among other things, a navigation service\u2014not a social network. If taken to its logical conclusion, nearly every major platform with an algorithmic feed would lose its liability exemption. This conflicts with the principle that platforms are not generally obligated to monitor content. Ultimately, however, this would be welcome, as otherwise those affected would continue to fight a losing battle.  <\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n<\/div>\n\n<div class=\"wp-block-group alignwide has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--80);margin-bottom:var(--wp--preset--spacing--80)\">\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide v4-pattern-cta-box has-secondary-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-0c8cea62 wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-right:0;padding-bottom:0\">\n<div class=\"wp-block-columns alignwide are-vertically-aligned-top v4-pattern-cta-box__columns is-layout-flex wp-container-core-columns-is-layout-71c143ff wp-block-columns-is-layout-flex\" style=\"padding-top:0;padding-bottom:0\">\n<div class=\"wp-block-column is-vertically-aligned-top v4-pattern-cta-box__columns-column is-layout-flow wp-container-core-column-is-layout-fb77afb0 wp-block-column-is-layout-flow\" style=\"padding-top:var(--wp--preset--spacing--50);padding-bottom:0;flex-basis:60%\">\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-right is-layout-constrained wp-container-core-group-is-layout-1931a79c wp-block-group-is-layout-constrained\">\r\n<div id=\"multirow-headline-block_df0a6de2c43b7966d1b18655ebcc1d15\" class=\"wp-block-visual4-multirow-headline alignwide\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-text-align-left has-huge-font-size wp-block-paragraph\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">We\u2019d be happy to<\/p>\n\n\n\n<p class=\"has-text-align-left has-x-large-font-size wp-block-paragraph\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:8%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">advise you on <\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size wp-block-paragraph\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">IT law!<\/p>\n\n<\/div> \r\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-9da75b5c wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:var(--wp--preset--spacing--30)\">\r\n\r\n<div class=\"wp-block-visual4-contact-modal__button\">\r\n            \r\n        <div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\r\n            \r\n\r\n<div class=\"wp-block-button v4-contact-modal-button is-style-fill\" style=\"font-style:normal;font-weight:600\" data-form-id=\"8\"><a class=\"wp-block-button__link has-contrast-color has-base-background-color has-text-color has-background has-link-color wp-element-button\">Contact Form<\/a><\/div>\r\n\r\n        <\/div>\r\n        \r\n    <\/div>\n\n\n<div class=\"wp-block-buttons is-style-mobile-only is-content-justification-left is-layout-flex wp-container-core-buttons-is-layout-a768b15a wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-arrow is-style-fill\"><a class=\"wp-block-button__link has-base-background-color has-background wp-element-button\" href=\"tel:4971141019030\" style=\"padding-right:var(--wp--preset--spacing--50);padding-left:var(--wp--preset--spacing--50);font-style:normal;font-weight:600\">Call now!<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top v4-pattern-cta-box__columns-column v4-pattern-cta-box__columns-column--image is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<figure class=\"wp-block-image size-full v4-pattern-cta-box__columns-column__image\"><img decoding=\"async\" src=\"https:\/\/kpw.law\/wp-content\/themes\/kpw-law\/assets\/samples\/person-cropped.png\" alt=\"\" class=\"wp-image-23155\" \/><\/figure>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Fake profiles with other people&#8217;s photos: The Regional Court of Frankfurt am Main holds Meta personally liable for scam ads because algorithms control their display.<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[4904],"tags":[6431,5555,5556,6110,6516,5650,6665],"thema":[5094],"rechtsgebiet":[5012],"produkt":[],"class_list":["post-36998","post","type-post","status-publish","format-standard","hentry","category-general","tag-deep-fakes","tag-digital-services-act-en","tag-dsa-en","tag-fake-profile","tag-limitation-of-liability","tag-meta-en","tag-platform-liability","thema-artificial-intelligence-ai","rechtsgebiet-it-law"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.4 (Yoast SEO v28.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Meta Is Liable for Fake Profiles<\/title>\n<meta name=\"description\" content=\"Fake profiles with other people&#039;s faces: The Regional Court of 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