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It's interesting to imagine how the world would be different, if internet advertising giants were partially liable for scams/malware that they facilitate.
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I recall a articale I read "somewhere" that reported the Facebook makes big profit (Billions) from scams. So they have no ( or no strong motive) motive to shut such scams down

An example is courtcase against Meta for using a Australians mining billionares likeness to promote a crypo investment scam.

https://www.afr.com/technology/dad-it-s-a-fraud-call-that-sp...

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I'm surprised legitimate companies don't pressure Facebook on this though. There are enough scams on Facebook that I now refuse to believe anything there, even though some of the things look useful and probably are not scams (and also are things I didn't know existed without an ad - thus filling one of the legitimate values of advertisements: informing me of things that would make my life better but I don't know exist).
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Your first assertion is obviously untrue. And fake celebrity endorsements pre-date the existence of the Internet, let alone Meta. There were lawsuits back in the 1800s on this topic. This is hardly a new problem unique to Meta.
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There's nothing obvious about it. Meta makes money on ads, period. Scams work and get clicks. Therefore, meta makes money on scams running rampant on their platform.
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