Meta Tests Facial Recognition to Fight Scam Ads and Aid Account Recovery

by Kay Lee

Meta has begun testing facial recognition technology on Facebook and Instagram to address growing scams and help users regain access to compromised accounts. The tech is specifically aimed at detecting fake ads that misuse celebrity images, often called "celeb-bait" ads, which lure users into scams. Meta’s new system will compare faces in ads to public figures’ profile pictures and block content if a match is identified, immediately deleting the facial data after each comparison.

Alongside this, Meta is trialing facial recognition for verifying users through video selfies to restore lost account access. This method, similar to Apple’s Face ID, offers an alternative to traditional ID checks and enhances security. Once uploaded, these selfies are encrypted and deleted post-verification, ensuring privacy.

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The Internet ProtocolKay Lee

Although currently limited to regions outside the U.K. and EU due to data regulations, Meta is in dialogue with local policymakers about potential future applications. The company assures users that this technology is exclusively for fraud prevention and account security.