Firefox uses Google's safe browser API to prevent user's from visiting malicious website. This service aggregates information from various third-party sources and Google's own specialized crawlers. when rogue page is opened in firefox, the browser shows a warning page and request users to block and go to another website.
But some security researchers have found a new scareware distributation using this firefox warning. The people behind this have cloned this page and changed it which now prompts to download a new software by a button "Start Protection".Clicking the button will prompt people to download and install a rogue antivirus application whose purpose is to scare them into paying for a license to allegedly clean the fictitious infections.
so please try to see the difference between original and cloned pages. this is not the new. Many times this page is cloned to spread this type of malicious softwares.
Fake Firefox Security Alerts page is a new Scareware Campaign