Meta has announced the return of facial recognition technology to its platforms, Facebook and Instagram, aiming to combat the rising issue of celebrity scam ads. This move comes three years after Meta removed facial recognition from Facebook following privacy concerns. However, Meta hopes that this renewed use, focused on protecting users from scams, will be more positively received by its online communities.
Scammers often use images of celebrities or public figures to create misleading ads that lure users to scam websites, where they are asked to provide personal information or send money. Meta’s existing system to detect these scam ads is being enhanced with facial recognition to make it more robust. If an ad seems suspicious and features a public figure’s image, Meta will use facial recognition to compare the ad’s image with the public figure’s profile pictures on Facebook and Instagram. If a match is found and the ad is confirmed as a scam, Meta will block it.
To address privacy concerns, Meta has assured users that it will delete any facial data generated from these comparisons immediately, regardless of the outcome. The company also emphasized that this data will not be used for any other purposes.
In early trials with a small group of celebrities, the system has shown promising results. Meta plans to expand the program to include more public figures, who will be notified and given the option to opt out of the system at any time
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Easier Account Recovery
In addition to targeting scam ads, Meta is also testing facial recognition as a tool for account recovery. Users who forget their password, lose their device, or fall victim to scammers can use a “video selfie” to verify their identity. Meta will compare the video to the profile pictures on the account, offering an easier and faster way to regain access. The uploaded selfies will be encrypted and stored securely, with Meta deleting the video immediately after verification.
Meta believes this new verification method will be more secure than traditional document-based processes, making it harder for hackers to exploit. As scams continue to evolve, Meta’s use of facial recognition aims to protect both public figures and everyday users.
