When algorithms bless the scammers: How Facebook and TikTok are failing Ethiopia’s poor

November 12, 2025

A viral TikTok video showed a masked individual giving cash to Tamru, a struggling man in Addis Ababa, which sparked widespread donations from Ethiopian diaspora members totaling over $3,600 intended to purchase him a three-wheeled taxi. However, Tamru alleges he was pressured to send approximately $1,212 from his account to associates for various fees like "tax clearance" and "processing," while the promised vehicle never materialized. The incident involves anonymous TikTok accounts @melektegnaw_ and @baladeraw, which operate charity-styled content using identical formats of masked donors and emotional narratives, raising questions about transparency and platform accountability.

Who is affected

Tamru, the beneficiary who received approximately $1,576 but allegedly lost $1,212 to fraudulent requests
Ethiopian diaspora members who donated believing they were helping someone escape poverty
General audiences on TikTok, Facebook, and YouTube exposed to potentially fraudulent charity content
Other vulnerable individuals featured in similar charity videos on these accounts
@melektegnaw_ (1.7 million followers) and @baladeraw TikTok account operators
Chapa payment gateway, which processed fundraising transactions
Meta/Facebook and TikTok platforms hosting this content

What action is being taken

Both @melektegnaw_ and @baladeraw continue operating their TikTok, Facebook, and YouTube channels with the same format
Baladeraw is actively raising funds through Chapa payment gateway, reportedly collecting over $10,958
The masked operators continue posting humanitarian content and soliciting donations
The person behind @melektegnaw_ appeared on Seifu on EBS to defend his work and blame impostor accounts

Why it matters

This case exposes critical gaps in social media platform accountability, particularly for content in under-served languages like Amharic and Oromo. The incident demonstrates how emotional charity content can be weaponized for fraud when platforms fail to enforce their own verification and transparency requirements for fundraising activities. Ethiopian law requires registered charities to disclose finances and maintain records, yet masked operators solicit public funds without oversight while major broadcasters legitimize them through uncritical coverage. This reflects a broader global problem where platforms profit from engagement-driven content while scam-related advertising generates billions in revenue, with Meta reportedly earning 10 percent of its 2024 revenue from ads tied to scams or banned goods.

What's next

No explicit next steps stated in the article

Read full article from source: Global Voices