Yes it is a Friesian.
My girlfriend isn't very internet savvy and had never even heard of the dog scams, and to her this ad was a dream come true (her dream horse). She didn't recognize the broken english was a bad sign, and that they are in a different state. After laying out the facts she became upset with me but I think that stems from the fact that she got her hopes up.
These scammers aren't very smart though, they always use well known photos, I've seen some even with copyrights on them! I think they have you fill out an "application" because it will a lot of people feel that the ad is legit, that the person genuinely cares about the well being of their animal. But that's all fake.
Some of the ads with this picture listed it as an Arabian or even a Quarter horse. Horse reeds are as distinct as any other type of animal breeds/morphs.