Why does Meta fail to remove illegal wildlife ads?

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Meta's Failure to Remove Illegal Wildlife Advertisements Stems from Platform Monetisation and Enforcement Gaps

Conservationists and researchers argue that Meta's platforms, particularly Facebook, continue to host a significant volume of illegal wildlife trade advertisements due to a combination of factors. These include platform features that inadvertently encourage such content through monetisation programmes, and persistent shortcomings in the enforcement of existing policies, leading to a substantial portion of reported content remaining online.
Monetisation Incentives Drive Content Creation

The structure of Meta's content monetisation programmes, including advertising revenue sharing and subscription models, is cited as a key reason for the persistence of illegal wildlife trade. According to independent investigator Daniel Stiles, these mechanisms effectively incentivise users to generate more engagement on their accounts, as increased interaction directly translates into higher earnings. This is particularly concerning as Meta does not publicly disclose which accounts participate in these monetisation schemes, although accounts within the subscription programme are identifiable, with some in Laos reportedly showcasing poaching content, including pangolins.
Ineffective Enforcement Allows Content to Persist

Despite Meta's stated policies restricting the sale of endangered species, conservationists report that these measures are largely ineffective in curbing the illegal wildlife trade on its platforms. Research from the Global Initiative Against Transnational Organized Crime (GI-TOC) found over 20,000 adverts for more than 260,000 wildlife products between April 2024 and March 2026, with nearly three-quarters appearing on Facebook. Crucially, many of these advertisements remained online even after being reported. Data scientist Russell Gray noted that even publicly reported accounts and groups were still active, indicating a failure in the removal process.
Algorithmic Amplification Exacerbates the Issue

Beyond direct content creation and inadequate removal, the algorithmic nature of Meta's platforms may also contribute to the problem by amplifying illegal trade content. Users who interact with accounts advertising wildlife trafficking are likely to be shown more similar posts. An investigation by AFP revealed that after engaging with a limited number of public accounts advertising illegal wildlife, their Facebook feeds began to routinely feature posts selling wildlife and endangered animal parts, suggesting that the platform's design can inadvertently promote such illicit activities.

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Why does Meta fail to remove illegal wildlife ads?

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