NEW YORK, January 1, 2026, 09:47 ET — Market closed.
- Meta shares fell in the last regular session as investors weighed fresh scrutiny of scam advertising on Facebook and Instagram.
- A Reuters investigation detailed an internal “playbook” on scam ads, while the U.S. Virgin Islands sued Meta over alleged harms tied to deceptive ads.
- U.S. stocks reopen Friday, with traders watching for regulatory follow-through and the next earnings timing.
Meta Platforms (META) shares were last down 0.9% at $660.09 from the prior close in the final session of 2025, after trading between $658.45 and $667.08.
The stock came into focus as fresh legal and regulatory pressure built around scam advertising on Facebook and Instagram, a core revenue stream for the social media company.
That matters now because ads account for most of Meta’s sales, and regulators are pushing platforms to verify who is paying for them. “Universal advertiser verification” means checking an advertiser’s identity before it can run ads — a step that can reduce fraud but add costs.
Investors are also weighing those risks against Meta’s heavier spending on artificial intelligence, which it has said will drive new products and infrastructure buildouts in 2026. 1
A Reuters investigation published on Wednesday said internal documents showed Meta built a global “playbook” aimed at delaying or reshaping regulation, including efforts tied to its Ad Library, a public database of ads. Reuters reported internal estimates that “high risk” scam ads can generate as much as $7 billion a year, while Meta put the cost of universal verification at about $2 billion and flagged potential revenue pressure from blocking unverified advertisers; the report also cited a European Commission request for information about scam ads and related risks. 2
The scrutiny has already spilled into court. The attorney general of the U.S. Virgin Islands sued Meta this week, accusing the company of profiting from deceptive ads and failing to keep its platforms safe, including for children, Reuters reported. Meta spokesperson Andy Stone said: “We aggressively fight fraud and scams.” 3
For investors, the key question is whether the headlines translate into tighter rules that change how easily advertisers can onboard and target users — a model that has helped keep Meta’s ad machine efficient.
Meta also drew attention this week for AI dealmaking. A Reuters market report said the stock rose 1.1% on Tuesday after the company said it would acquire Chinese-founded AI startup Manus to accelerate advanced AI features across its apps. 4
The push keeps Meta in an AI arms race with rivals across big tech, even as regulators and plaintiffs press for tougher safeguards on online advertising and consumer harm.
Meta’s late-December move also came in a holiday-thin market. U.S. indexes ended the year’s final session lower on Wednesday, with profit-taking amplified by low liquidity, Reuters reported. 5
U.S. stock markets are closed on Thursday for New Year’s Day and reopen Friday, January 2. 6
Before the next session, investors will watch for any follow-on from regulators and prosecutors tied to advertiser identity checks and ad transparency — and whether Meta signals policy changes that could affect ad growth or expenses.
Meta has not announced the date for its next earnings report; Nasdaq’s earnings page shows an estimated early-February timing, while Wall Street Horizon lists a late-January date as unconfirmed. 7
On the chart, Wednesday’s low near $658 and high around $667 are the first reference points for support and resistance when trading resumes, as traders gauge whether scrutiny over scam ads outweighs the week’s AI deal headlines.
