Meta reintroduces facial recognition technology to counteract fake celebrity endorsements
Meta is reexamining facial recognition technology three years after it halted the software due to privacy concerns and regulatory issues. On Tuesday, the social media company revealed that it is currently testing the technology to combat "celeb bait" scams on Facebook.
TroibNews 
Meta is revisiting its facial recognition technology three years after discontinuing the software due to privacy and regulatory backlash. On Tuesday, the social media giant announced that it is now testing the technology as part of a new initiative aimed at combating "celeb bait" scams on Facebook.
The trial will involve enrolling around 50,000 public figures, whose profile photos will be automatically matched against images found in suspected scam advertisements. If a match is identified and the ads are deemed fraudulent, Meta will block them. Celebrities participating in the trial will be notified and will have the choice to opt out, according to Meta.
This initiative is part of Meta's effort to address the increasing concerns related to scams while trying to avoid further controversy surrounding data privacy. Monika Bickert, Meta's vice president of content policy, stated that the company hopes to provide protection for public figures whose images are exploited in scam advertisements.
"The idea here is to offer as much protection as possible," Bickert explained, noting that celebrities could opt out if they chose to do so.
The global launch of the trial is set for December, with the exception of areas where Meta lacks regulatory approval, including the European Union, Britain, South Korea, and the U.S. states of Texas and Illinois.
In 2021, Meta disabled its facial recognition system and deleted data related to one billion users, citing "growing societal concerns." Earlier this August, the company was ordered to pay $1.4 billion to Texas to resolve a lawsuit regarding the alleged illegal collection of biometric data. This current test signifies an attempt to leverage similar technology to fight celebrity-related scams while remaining attuned to privacy considerations.
Meta continues to face lawsuits claiming that it has not done enough to combat these "celeb bait" scams, where images of well-known individuals—often generated by AI—are utilized to entice users into fraudulent investment schemes.
Max Fischer contributed to this report for TROIB News
The trial will involve enrolling around 50,000 public figures, whose profile photos will be automatically matched against images found in suspected scam advertisements. If a match is identified and the ads are deemed fraudulent, Meta will block them. Celebrities participating in the trial will be notified and will have the choice to opt out, according to Meta.
This initiative is part of Meta's effort to address the increasing concerns related to scams while trying to avoid further controversy surrounding data privacy. Monika Bickert, Meta's vice president of content policy, stated that the company hopes to provide protection for public figures whose images are exploited in scam advertisements.
"The idea here is to offer as much protection as possible," Bickert explained, noting that celebrities could opt out if they chose to do so.
The global launch of the trial is set for December, with the exception of areas where Meta lacks regulatory approval, including the European Union, Britain, South Korea, and the U.S. states of Texas and Illinois.
In 2021, Meta disabled its facial recognition system and deleted data related to one billion users, citing "growing societal concerns." Earlier this August, the company was ordered to pay $1.4 billion to Texas to resolve a lawsuit regarding the alleged illegal collection of biometric data. This current test signifies an attempt to leverage similar technology to fight celebrity-related scams while remaining attuned to privacy considerations.
Meta continues to face lawsuits claiming that it has not done enough to combat these "celeb bait" scams, where images of well-known individuals—often generated by AI—are utilized to entice users into fraudulent investment schemes.
Max Fischer contributed to this report for TROIB News
