Mumbai: In a significant move to tackle the rising threat of online frauds and scams, Meta, in collaboration with Safer Internet India, has launched a creator-driven awareness initiative aimed at enhancing user safety. The initiative will focus on training digital creators to detect emerging scam trends, promoting the use of safety tools on Meta platforms, and developing engaging content to educate their audiences on fraud prevention.
The initiative includes capacity-building and brainstorming workshops to equip creators with the necessary knowledge and tools to act as frontline advocates of online safety. These efforts are designed to amplify user awareness and foster responsible digital behavior across platforms like Facebook and Instagram.
To kickstart the program, Safer Internet India—supported by Meta—recently hosted a creator-focused industry event titled “Creators for Online Trust.” The event convened digital creators, technology companies, and public sector stakeholders for an in-depth discussion on how trusted voices can play a vital role in curbing online scams. An interactive roundtable enabled participants to share insights and real-world case studies on the power of creator-led digital safety narratives.
Nathaniel Gleicher, Global Head of Counter Fraud and Director of Security Policy at Meta, said, “At Meta, we recognize that combatting frauds and scams requires cross-industry action and ongoing education and raising user awareness is crucial to promote a safer online environment. Through our partnership with Safer Internet India, we want to empower creators to spearhead conversations around digital safety. By providing them with comprehensive tools, knowledge, and ongoing support, we strive to foster a collaborative ecosystem where creators not only educate users on identifying and preventing scams but also reinforce consumer habits that include safe and informed digital behavior.”
Berges Malu, Co-Convenor, Safer Internet India, added, “We are excited to launch this meaningful initiative keeping the creator ecosystem at the forefront. Popular online voices are uniquely positioned to humanize complex safety information and deliver it with authenticity. This campaign is an important milestone in our broader goal of creating a digitally secure India where every user feels empowered and informed.”
The initiative builds on Meta’s broader commitment to digital safety. Recently, Meta rolled out the second edition of its anti-scams campaign, Scam se Bacho 2.0, in collaboration with multiple creators. This campaign takes scam awareness to the streets of Mumbai, using visually impactful and culturally resonant storytelling to educate citizens about threats like fake loan scams, impersonation, and OTP fraud.
Safer Internet India, a coalition of nearly two dozen digital-first businesses, reaches over half a billion Indian consumers. Its mission is to foster user welfare within India’s rapidly evolving digital economy while supporting innovation-led, responsible growth. The coalition includes digital platforms, telecom and internet providers, fintech companies, and organizations specializing in online trust and safety.
