Meta is testing facial recognition to sort out the issue of scam ads that misuse the images of public figures. These scams, known as “celeb-bait,” use photos of well-known people to make misleading ads seem trustworthy. These ads often link to scam websites asking for personal information or money.
The new system checks the faces in suspected scam ads against public figures’ profile pictures from Facebook and Instagram. If there’s a match, the ad is blocked, and all facial data used for the check is erased immediately. This method aims to catch these ads faster and more reliably than manual reviews.
Initial tests have involved a small group of public figures, showing encouraging results in identifying scams quickly. In the coming weeks, Meta will notify more public figures whose images have been misused, and they can choose to opt out of the protection if they prefer.
How Will Meta Assist Users With Locked Accounts?
Meta is also introducing video selfies as a way to help users recover accounts that may have been compromised. Users upload a short video of themselves, which the system compares with their account’s profile photos to confirm their identity.
This feature is especially useful for personal accounts, where matching the user’s face can help speed up recovery. The video selfies are encrypted, and all facial data is deleted after the comparison, no matter the result.
For business or brand accounts that do not have personal photos, existing recovery methods remain in place. Meta hopes this method will make it harder for hackers to misuse the system for account takeovers.
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Why Is Meta Bringing Back Facial Recognition?
After shutting down a previous version of facial recognition in 2021, Meta has decided to reintroduce the technology with a different focus. This time, it is aimed at fighting scams and supporting users who need to recover their accounts, rather than general use like tagging people in photos.
The company stresses that these new features are optional and come with privacy options. Data from scans will be erased promptly, and public figures can opt out if they do not wish to participate. Meta says these steps were added to meet privacy expectations while delivering better security.
Where Will These Tools Be Available?
The new features will not be available immediately in all regions. Meta confirmed that users in the UK, the European Union, Illinois, and Texas will not have access to these tools at this time. In Illinois and Texas, the company previously faced legal cases over its use of facial recognition, leading to large settlement payments.
Meta continues discussions with regulators in restricted regions and hopes to make these tools available globally by 2025, pending approvals. The rollout will expand bit by bit as the company works through these regional regulations.
Maintaining Privacy While Bringing Scam Prevention
Meta says it has built privacy protections into the new system. All facial data used for ad or account checks will be erased immediately after it serves its purpose. Notifications will be sent to public figures enrolled in the scam detection feature, and they can opt out at any time.
For users uploading video selfies, Meta assures that the videos are encrypted and will not be visible to others. The company intends to make sure this process stays secure while being effective in fighting scams and helping with account recovery.
