Meta, the parent company of Facebook and Instagram, is set to introduce facial recognition technology as part of its efforts to combat online scams, particularly those involving fake celebrity endorsements. High-profile figures such as Elon Musk and personal finance expert Martin Lewis have been targets of these scams, which frequently promote dubious investment schemes and cryptocurrencies.

Currently, Meta relies on an ad review system powered by artificial intelligence (AI) to detect fraudulent ads featuring fake celebrity endorsements. However, the company is now taking this a step further by incorporating facial recognition technology to enhance its detection capabilities. The new system will function by comparing images from flagged ads with profile photos of celebrities on Facebook or Instagram. If a match is confirmed and the ad is identified as a scam, it will be automatically removed from the platform.

Early tests of this facial recognition system have shown “promising results,” according to Meta, and the company plans to expand its use. As part of this initiative, Meta will also begin sending in-app notifications to more public figures who have been affected by these “celeb-bait” scams, alerting them when their likeness has been used without permission.

Celebrity-related scams have long been a persistent issue for Meta, as scammers often exploit the images and names of well-known personalities to lend credibility to their schemes. By leveraging facial recognition technology, Meta aims to provide a more effective solution to this problem, ensuring that fraudulent ads are identified and removed more swiftly.

In addition to tackling celebrity scam ads, Meta is also exploring the use of facial recognition technology to assist users who are locked out of their social media accounts. Under the current system, users who lose access to their Facebook or Instagram accounts must upload official identification or other documents to verify their identity. The new approach will test video selfies and facial recognition as a faster and more convenient method for identity verification. The system will compare the user’s submitted material with the profile photo associated with the locked account to confirm their identity, potentially streamlining the account recovery process.

Despite the potential benefits, the introduction of facial recognition technology is not without controversy. Meta’s predecessor, Facebook, previously used facial recognition but discontinued it in 2021 due to concerns about privacy, accuracy, and the potential for bias. In response to these concerns, Meta has emphasized that the new system will incorporate privacy safeguards. For instance, video selfies submitted for identity verification will be encrypted and securely stored, and all facial data will be deleted after the verification process is complete. Meta has also stated that the images and data will not be made public or used for any other purpose beyond verification.

Moreover, Meta has noted that the facial recognition-based system will not initially be available in regions where regulatory approval is still pending, including the UK and the European Union. This reflects the ongoing regulatory scrutiny surrounding the use of facial recognition technology, especially in regions with stringent data protection laws.

In summary, Meta is introducing facial recognition technology as part of its broader efforts to combat the growing issue of online scams, particularly those involving the impersonation of celebrities. By integrating this technology into its ad review system and account recovery process, Meta aims to provide stronger protection for both public figures and ordinary users. However, the rollout of this technology is likely to reignite debates over privacy and data security, as concerns about the potential risks and misuse of facial recognition continue to persist. Meta’s ability to address these concerns effectively will be critical as it moves forward with these new tools.