Meta Promotes AI Tools with Get-Rich-Quick Advertisements
Manus, an AI startup acquired by Meta for $2 billion last year, is running ads that promise quick cash through AI. The pitch is simple: identify local businesses lacking websites or with poorly designed ones, have AI create a site for them, and then sell it.
To promote this scheme, Manus has been compensating content creators to establish Instagram, YouTube, and TikTok accounts that showcase its AI product as an easy way to make money. After inquiries about these accounts, many of the creators’ TikTok profiles were taken down. While some of their videos were used as official Manus ads, the posts on these paid accounts often concealed their connection to the company.
The ads were quite direct. One video from an account named “Manus AI by Meta” touted Manus’ AI agent as an “Easy side hustle” that “anyone can do,” claiming it takes “less than 10 minutes” and could potentially earn you “$5k a month.” The young person featured in the video exclaimed, “There is literally no limit,” except, perhaps, the number of businesses willing to buy an AI-generated website from a stranger online.
The ad didn’t tag the creator, but their now-removed TikTok account was almost entirely filled with Manus content. Their still-active Instagram account mirrored this, with no mention of Manus in the bio or posts.
Across TikTok and Instagram, a network of similar accounts was found, all sharing nearly identical Manus content, promoting the website scheme and vibe-themed apps. These accounts were strikingly alike, using the same visuals and language, and making similar promises: “The art of Manus,” “my websites don’t look vibe-coded anymore,” and “don’t get a part-time job,” alongside a “making [thousands of dollars] without talking challenge” where creators taped their mouths shut. Most accounts were only a few months old, exclusively focused on Manus, and appeared to be run by young creators. While many posts had little engagement, some went viral, racking up tens of thousands of likes and shares.
Some accounts vaguely mentioned “building with Manus” in their bios, and a few listed what seemed to be real names, which led to LinkedIn profiles identifying them as contractors for Manus. One profile indicated that Manus hired a contract “viral growth expert” in January to lead a team of content creators, enforce brand guidelines, and coach creators on how to go viral. This individual did not respond to requests for comment. A Manus spokesperson confirmed that the company collaborates with third-party agencies on paid user-generated content programs across platforms like TikTok, Instagram, and YouTube, acknowledging that the individuals and accounts mentioned were indeed external partners in this initiative.
Manus did not clarify Meta’s involvement in the program, including whether the parent company was aware of it or if it adhered to Meta’s policies. When asked about disclosure and advertising regulations, the spokesperson stated that Manus sometimes licenses creator videos as formal ads, which are labeled accordingly. However, they claimed that the responsibility for disclosure on creator posts lies with the creators themselves and that Manus is currently reviewing the specific accounts and posts in question.
When questioned about promoting the tool as an “easy side hustle,” the spokesperson stated that the company does not endorse exaggerated or misleading earnings claims and is reviewing the flagged content. They did not specify whether this review pertains to the entire program or provide evidence supporting the earnings claims made in the videos.
Meta, YouTube, and TikTok all require creators to clearly disclose paid promotions. Legal and advertising experts noted that undisclosed relationships violate major platforms’ advertising policies and may also breach laws in various jurisdictions. An advertising lawyer emphasized that British regulators take a strong stance against undisclosed commercial relationships in influencer marketing, mandating that incentivized content be clearly labeled as an ad. A law professor echoed this, stating that vague language won’t suffice as disclosure.
Meta did not respond to multiple inquiries about its awareness of the program and its compliance with advertising policies. TikTok declined to comment, but since the inquiries, many Manus hype videos have been removed, and several accounts that posted them appear to have been banned. YouTube also did not respond to requests for comment.
Experts noted that earnings claims are “riskier” than disclosure omissions due to strict regulations against misleading consumers in the UK, with similar principles applying in the EU and US.
Throughout the campaign, Meta owned Manus and had reportedly begun integrating the startup and its systems. However, it now faces the challenge of potentially unwinding the deal after Chinese regulators blocked it, even as the company asserts compliance with relevant laws and anticipates a resolution with Beijing.
