Meta is implementing new facial recognition technology on Facebook and Instagram to counter scams involving fake ads and celebrity impersonation. This technology aims to shield users from deceptive ads that misuse images of famous personalities to lure users into engaging with fraudulent promotions.
How Facial Recognition Tackles Fake Celebrity Ads
Meta’s ad review system will now use facial recognition to verify if an image used in an ad matches an official profile picture of a celebrity on Facebook or Instagram. When an ad is flagged as suspicious and appears to involve a public figure, Meta’s system will compare the facial features in the ad with the known, verified image of that celebrity.
If a match is confirmed and the ad is identified as a scam, Meta will immediately block it. To protect user privacy, facial data collected for this purpose is deleted right after the verification process, regardless of the outcome.
Early tests have shown promising results, with a small group of celebrities participating to assess the system’s effectiveness. Meta intends to expand this protection to additional public figures soon, although they will have the option to decline participation.
Tackling Celebrity Impersonation Scams
Scammers frequently exploit celebrities’ images by creating fake accounts that promote fraudulent content. These ads or accounts may encourage users to invest in dubious schemes or participate in fake giveaways by providing personal details or sending money, believing they’re engaging with legitimate promotions.
While Meta currently relies on automated systems and user reports to detect such fake accounts, facial recognition will provide an extra layer of protection by comparing the photos in flagged accounts with those on official celebrity profiles. This approach will allow Meta to identify and block imposters more swiftly, reducing the chances of these scams reaching users.
Account Recovery with Facial Recognition
In addition to fighting scams, Meta is testing facial recognition as an option to help users regain access to their accounts if they’ve been hacked or locked out.
Traditionally, users submit official identification documents for verification, but the new method will allow users to upload a video selfie, which Meta then compares to the profile picture on their account. Once verified, the video is encrypted and securely stored, and any facial data collected is immediately deleted after the verification process. This approach aims to make account recovery both faster and more secure.
Commitment to Enhanced Security
While Meta anticipates that scammers will continue to develop new tactics, the company remains committed to evolving its security measures. The new facial recognition technology, alongside privacy safeguards like automatic deletion of facial data and user notifications, represents one of Meta’s proactive steps to make its platforms safer for users.
By integrating these tools, Meta aims to better protect users from impersonation scams and account takeovers, striving to maintain a secure environment on Facebook and Instagram.
