Meta tests facial recognition for spotting ‘celeb-bait’ ads scams and easier account recovery

Meta tests facial recognition to counter celeb-bait scams and enhance account recovery.

: Meta is testing facial recognition to combat celeb-bait scams on Facebook and Instagram. This involves comparing images in ads against public figures to block fraudulent ads. Meta is also using video selfies for faster account recovery, promising prompt deletion of facial data. Tests are excluded from the UK and EU due to data protection laws.

Meta is conducting tests using facial recognition technology designed to tackle celebrity bait scams, where fraudsters use public figures' images in advertising. The technology aims to compare ad images to public figures' profile pictures, and if a match is confirmed, the fraudulent ad will be blocked. This feature is only for scam detection and not any other purposes.

Coupled with this, Meta is also exploring video selfies as a tool for quicker account recovery for users ousted from their accounts by scammers. Users can upload a video selfie to verify their identity, which is said to be more secure than traditional document-based identity verification. The video data is supposed to be encrypted and instantly deleted after comparison.

These facial recognition experiments are global, except in the UK and EU due to rigorous data protection regulations. Meta emphasizes its ongoing collaboration with regulators and experts as the tests progress. This initiative is positioned as part of Meta's strategy to enhance digital security and combat scam risks on its platforms.

Facial recognitionScam preventiontechnology