Uncovering the risks of the digital world

How Temu Industrialized Meta's Partnership Ads in Europe

Temu's advertising ecosystem on Meta's platforms has reached an extraordinary scale. Between January 2025 and April 2026, 31 official Temu pages published more than 9 million ads across the European Union and the United Kingdom, generating a cumulative reach of 134 billion. Our analysis shows that this ecosystem relies heavily on the Partnership Ads format, in which advertisements are run in collaboration with creators. At the same time, our findings indicate that a relatively small number of creators and their accounts play an exceptionally prominent role in promoting Temu. In the first four months of 2026 alone, just 100 creators were responsible for nearly three-quarters of all Partnership Ads run in collaboration with 31 official Temu pages. Our findings also raise serious questions about the authenticity of many of these partnerships, suggesting that a substantial share may deviate from the standard format of creator-brand cooperation.