In today’s Digest, we cover publishers taking legal action against Meta over its serving of scam ads as well as the impact of this year’s Black Friday, with record online sales in the US while UK high streets saw slowing traffic. Plus, Ad Net Zero celebrating five years and unveiling its global strategy.

Publishers take legal action against Zuckerberg over scam ads

Utgivarna, a group of Swedish publishers, has filed a police complaint against Meta’s CEO Mark Zuckerberg, accusing Facebook of enabling fraudulent ads that impersonate journalists. The ads, which often feature trusted media names, have been linked to scams causing financial and psychological harm to victims.

The complaint alleges Meta is guilty of fraud, complicity in fraud, and preparation for fraud. Utgivarna claims Meta earns significant revenue from these ads, citing reports that internal documents estimate USD$16bn (£12.12bn) annually from fraudulent advertising. Critics argue Meta’s platforms remain a breeding ground for such content despite repeated warnings, raising questions about the company’s responsibility in combating online fraud.

Black Friday: record online sales in the US as UK high streets see slow traffic

According to Adobe Analytics, American shoppers spent USD$11.8bn (8.92 bn) online on Black Friday, marking a new record from last year’s USD$10.8bn (£8.17bn). At peak hours between 10am and 2pm, consumers were spending an estimated USD$12.5m (£9.45m) per minute, underscoring the growing dominance of e-commerce during the holiday season.

Both Adobe and Salesforce highlighted the rising influence of AI, with Salesforce estimating AI-driven recommendations contributed to USD$22bn (£16.64 bn) in global sales between Thanksgiving and Black Friday. Meanwhile, in-store traffic data remains mixed: RetailNext reported a 3.4% decline nationwide, while Pass_by reported foot traffic up 1.17%.

Similarly, UK high streets saw fewer visitors on Black Friday, with overall footfall down 2% on Friday and 7.2% year-on-year, according to MRI Software. central London office districts were among the few areas to record an uptick, as most shoppers opted for online deals. However, online sales showed mixed trends in the lead-up, with IMRG reporting weaker activity on Thursday but stronger performance earlier in the week.

Analysts warn that subdued consumer activity could weigh on economic growth in 2026.

Ad Net Zero adds AI usage measurement to carbon calculator 

Ad Net Zero has celebrated five years since its UK launch and three years of international expansion, unveiling data that links sustainability efforts to business growth. New research among UK supporters shows 62% report stronger client and partner relationships as the leading benefit of sustainability initiatives, while 52% cite improved employee engagement and retention.

It has announced a new AI usage measurement option for its AdGreen carbon calculator, as well as updating the timeline for its Global Media Sustainability Framework. To accelerate adoption, Ad Net Zero is also launching a three-tier membership structure: Supporter, Supporter+, and Accelerator, designed to provide resources and leadership opportunities for businesses at different stages of their sustainability journey.