Brzoska, who earned the nickname “Locker King” as the founder and chief executive officer of parcel locker company InPost SA, won an injunction last week temporarily banning Meta from publishing fake ads using the likeness of him and his wife in Poland.

But he said the Polish Personal Data Protection Office’s three-month ban hasn’t stopped new bogus images of him and his spouse Omena Mensah, a local television celebrity, from surfacing. Brzoska is now waiting on Ireland’s Data Protection Commission, which oversees Facebook’s European headquarters in Dublin, to impose a similar one. And he’s weighing legal action.

“It will be the long battle, and I want to find out how big are revenues from ads that use deepfakes for fraudulent purposes,” Brzoska said in an interview. He added he wants to convince other well-known Poles to take action to bolster the case and pressure Meta to better differentiate fakes from legitimate content.

Meta is facing increasing pressure around the world to stop the proliferation of scams that use generative artificial intelligence tools and the likenesses of famous people to attract victims. A US judge this year ruled that Australian billionaire Andrew Forrest could sue the Facebook and Instagram parent over the use of his image to fraudulently endorse cryptocurrency products despite a legal shield that protects social media companies from being held liable for user content. 

A Meta spokesperson said the company removes false content when it is found and is assessing the Polish regulator’s decision. 

Brzoska called the ban the first such move in the European Union based on the bloc’s data protection rules. The businessman said the fake ads, which sometimes include false information about the couple, may negatively impact his family’s charity activities. 

“I’m currently spending plenty of time unwinding deepfakes,” he said. “Someone should be responsible for propagation of criminal actions.”