Meta, the parent company of Facebook, is trialing facial recognition software to tackle online scams involving public figures. The company announced on Tuesday that it is deploying machine learning classifiers to identify and block imposter accounts and deceptive ads that misuse celebrities’ images to lure users into providing personal information or money.
“If our systems suspect that an ad may be a scam that contains the image of a public figure at risk for celeb-bait, we will try to use facial recognition technology to compare faces in the ad to the public figure’s Facebook and Instagram profile pictures,” Meta explained. If the system detects a match, the ad will be blocked, and any facial data generated will be deleted immediately after the one-time comparison.
The company said that initial tests with a small group of public figures have shown “promising results,” allowing quicker and more accurate scam detection.
Additionally, Meta is testing a video selfie verification feature, offering users a way to regain access to their accounts without needing to submit official identification.
“Scammers are relentless and continuously evolve their tactics to evade detection. We’re just as determined to stay ahead of them,” Meta stated, reaffirming its commitment to enhancing detection and enforcement capabilities.
