Meta to Reintroduce Facial Recognition to Combat Celebrity Scam Ads

 

Meta has announced plans to utilize facial recognition technology to tackle celebrity scam ads on its Facebook and Instagram platforms. This decision comes three years after Meta removed the technology due to privacy concerns. The new implementation is designed to address the growing issue of scam ads that use images of public figures to mislead users into visiting fraudulent websites.

Meta’s new system will detect scam ads featuring celebrities by comparing the ad's image to the celebrity’s profile pictures. If a match is found, Meta will block the ad. The company has emphasized its commitment to user privacy by stating that any facial data generated for the ad comparisons will be deleted immediately, and the data will not be used for any other purpose.

Meta has begun testing this system with a small group of celebrities and public figures, reporting positive results. It plans to expand the program to a larger pool of public figures, who will be notified and given the option to opt out of the system.

In addition to combating scam ads, Meta is testing facial recognition for identity verification, allowing users to regain access to their accounts via video selfies. This feature is aimed at users who have forgotten their passwords or had their accounts compromised. The video selfies will be securely stored and encrypted, with Meta promising that the data will be deleted immediately after use.

This move marks Meta’s continued efforts to enhance platform security while balancing user privacy concerns.