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| Martin Lewis is the founder of MoneySavingExpert and often appears on TV to offer advice |
Consumer campaigner Martin Lewis is to launch UK High Court proceedings in a bid to sue Facebook for defamation.
Many of the adverts show his face alongside endorsements that he has not actually made, and often link to articles carrying false information.
Facebook says misleading ads are not allowed and any reported are removed. On Monday, Mr Lewis is due to lodge court papers at the High Court for a defamation case against Facebook.
He is seeking damages but has pledged that any money he receives will go to anti-scam charities.
Several of the adverts tout schemes with titles such as Bitcoin code and Cloud Trader which, according to Mr Lewis, are fronts for binary trading firms outside the EU.
Binary trading is a form of financial transaction which the Financial Conduct Authority (FCA) has warned consumers against.
Mr Lewis is a high profile campaigner who has used his own prime-time show on ITV to take on banks and utility companies among others.
His legal action is significant not only because of the high degree of public attention it is likely to win, but because it shows him turning his sights against big technology firms.
The Advertising Standards Authority has previously upheld Mr Lewis' complaints against adverts saying the promotions made it falsely appear as if the expert had endorsed the advertised services.
When I spoke to Mr Lewis last week, he made clear his belief that this is a widespread phenomenon on Facebook, where celebrity endorsements are often seen on adverts, even though the celebrities have not consented.