John De Mol – the Dutch billionaire and entertainment mogul, famous for Big Brother and The Voice shows – has reportedly pressed legal charges against Facebook, for promoting crypto ads with his pictures without prior permission.

Reported by Reuters on June 5th, the social media giant ran crypto-related ads featuring de Mol’s face without his approval, allegedly caused damage to his name. The ads de Mol mentioned promote companies, dealing with crypto-related transactions, along with calling people to invest funds in Bitcoin (BTC), all with the support from de Mol’s image.

According to Reuters, Mol’s lawyers revealed that such ads have caused €1.7 million (over $1.9 million) in financial damage to users, and also aimed to attract numerous other publicly known figures. Jacqueline Schaap, one member of de Mol’s lawyer team, claimed that Facebook should put extensive efforts in stopping such incidents from happening, and that the existing vetting process of Facebook is not effective enough.

“I don’t know what reality Facebook lives in, but that doesn’t work.” Schaap said.

“Facebook takes misleading ads that violate our policy, and those that feature public figures, very seriously. These include the ads impacting Mr. De Mol.” Rob Leathern, director of product management at Facebook told expressed in response to the incident.