At the time, Mr Lewis said in a statement that “I’ve been fighting for over a year to stop Facebook letting scammers use my name and face to rip off vulnerable people – yet it continues. I feel sick each time I hear of another victim being conned because of trust they wrongly thought they were placing in me. One lady had over £100,000 taken from her.”
Mr Lewis said last year that he had contacted the Advertising Standards Authority, the police, Action Fraud and the Financial Conduct Authority over the adverts, but they were unable to take action.
Mike Schroepfer, Facebook’s chief technology officer, told the Commons Digital, Culture, Media and Sport select committee in April that the social network had removed thousands of misleading adverts featuring Mr Lewis.
“He reported in the order of 50 ads to us,” Mr Schroepfer told the committee. “As a result of that we did a more extensive investigation using our technical tools, found thousands of other ads that were a problem, and took all of those down proactively.”
Misleading Facebook ads for scams have also used photographs of other entrepreneurs including Deborah Meaden, Peter Jones, Alan Sugar, Richard Branson and Elon Musk in order to convince people to click on the ads and fall victim to the scam.