The Meta anti-scam campaign is putting consumer awareness and industry cooperation in focus as South African stakeholders work towards a stronger response to online fraud.
Meta, in partnership with the South African Fraud Prevention Service (SAFPS), the Financial Sector Conduct Authority (FSCA) and the National Gambling Board (NGB), brought local stakeholders together for a closed-door policy roundtable in Johannesburg.
Announced in a statement dated 12 November 2026, the initiative combines discussions about coordinated action with practical guidance to help people recognise, avoid and report scams.
Meta anti-scam campaign focuses on practical action
The roundtable took place ahead of International Fraud Awareness Week, which runs from 15 to 21 November. Alongside the discussion, Meta launched an on-platform awareness campaign highlighting common fraud tactics.
The campaign encourages people to question unexpected requests, protect their personal information and use in-app tools to block and report suspicious accounts and messages.
For consumers, the aim is to make the next step clearer when an offer or approach seems suspicious. Rather than relying on awareness alone, the Meta anti-scam campaign connects warning signs with actions people can take within the services they use.
Why cooperation matters in the fight against scams
A scam can cross several services before a victim loses money. An offer may first appear on one platform, move into a conversation on another and eventually lead to a payment through a financial institution.
As a result, responding to these networks requires cooperation between technology companies, regulators, financial institutions and fraud prevention organisations.
The Johannesburg discussion explored the changing scam landscape, challenges facing consumers and opportunities for closer collaboration. The partners contributed expertise in fraud prevention, financial conduct and gambling-related risks, while Meta brought its experience in platform safety and enforcement.
Sylvia Musalagani, Meta’s Head of Safety Policy for Europe, the Middle East and Africa, said protecting people requires continued investment in technology, effective enforcement and cooperation across industries.
“Working with South African experts helps us understand local risks and where our efforts can connect,” said Musalagani.
She added that Meta continues to strengthen account security, improve scam detection and develop ways to prevent impersonation and the misuse of people’s images.
Building awareness through the Meta anti-scam campaign
Roy Retief, Head of Operations at the FSCA, highlighted the financial losses and damage to trust that scams can cause.
“Addressing this challenge requires more than individual vigilance, it calls for strong partnerships and a coordinated response across industries,” said Retief.
He said collaboration provides an opportunity to strengthen consumer awareness, share insights and reinforce efforts against financial scams. The goal is to help people identify suspicious offers, verify financial service providers and make informed decisions about their money.
That approach also matters for brands. When criminals impersonate trusted organisations, they exploit the confidence people place in familiar names and images. Clear communication and practical reporting guidance can help customers respond when something does not look right.
Free digital literacy resources address AI risks
Alongside the Meta anti-scam campaign, My Digital World offers free digital literacy resources for young people and adults across Sub-Saharan Africa.
The resources cover online safety, responsible digital citizenship and AI literacy. They help people understand how AI tools work, use them responsibly and recognise attempts to manipulate or deceive them.
According to the release, fraudsters are using increasingly advanced tactics, including AI-generated content and convincing impersonation. Understanding those techniques is therefore an important part of safer online behaviour.
Five steps to help protect yourself
The Meta anti-scam campaign encourages people to take a cautious approach to unexpected messages and offers. The press release shares five practical steps:
- Pause before responding to urgent requests.
- Verify financial offers through official channels you find independently.
- Never share passwords, PINs or verification codes.
- Report suspected scams on the platform where you encounter them.
- Contact your bank or payment provider immediately through its official channels if you have already sent money.
More guidance is available through Meta’s Scam Protection Centre.
By bringing awareness, digital literacy and cross-industry cooperation together, the initiative aims to give South Africans a clearer understanding of scam risks and the steps they can take when targeted.
Explore more brand stories and industry developments on Pat on Brands.
Inside the Johannesburg roundtable
