Link: Meta is testing the use of facial recognition to combat celebrity scam ads and to enable faster recovery of compromised accounts on Facebook and Instagram (Natasha Lomas/TechCrunch)

Meta is enhancing its anti-scam initiatives by testing facial recognition technology to identify fake celebrity advertisements on Facebook and Instagram. Monika Bickert, Meta’s VP of content policy, explained that these tests aim to improve existing systems by verifying ads suspected of using public figures to scam users.

“Celeb-bait” scam ads often use images of celebrities to trick users into clicking on them, violating Meta's policies. According to Bickert, facial recognition will be used to compare the faces in ads with public figures’ profile pictures, blocking confirmed scams.

The company emphasizes that this facial recognition is solely for identifying scam ads and not for other purposes. They ensure immediate deletion of any facial data used in this process, maintaining privacy and data integrity.

Meta also sees potential in using facial recognition to detect deepfake scam ads and is exploring its use to identify fake accounts impersonating celebrities. These measures are part of broader tests to secure user data and prevent fraud on their platforms.

Additionally, Meta is introducing facial recognition for identity verification, offering a new method to help users regain access to locked accounts via video selfies. This approach compares the video selfie with existing profile images to confirm identity, ensuring a secure and private process.

While these tests are global, Meta has noted that they do not include the UK or the EU due to strict data protection regulations. The company continues to engage with regulators and experts to refine and adjust these facial recognition features. #

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