Meta Uses Facial Recognition to Combat Scam Ads

Meta Platforms Inc. is broadening its technological arsenal to include advanced facial recognition capabilities, aiming to fortify its defenses against the increasingly sophisticated arena of online scams and enhance user account security. This initiative targets deceptive advertisements that exploit the trust of users by featuring images of celebrities, a tactic known as “celeb-bait ads.” By employing facial recognition, Meta can scrutinize the images used in these ads, comparing them against verified images from celebrities’ official Facebook and Instagram accounts to determine authenticity.

The effort to purge these fraudulent ads is a part of a broader strategy to maintain user trust and safety across its platforms. Recognizing the potential harm caused by such scams, which often lead unsuspecting users to malicious sites under the guise of celebrity endorsements, Meta is proactive in its approach to halt these activities before they reach users.

Additionally, Meta is adopting facial recognition technology to streamline the process for users attempting to regain access to their accounts. In instances where users are locked out, they can now submit a video selfie as part of a new test protocol. This video will be compared against the photos already linked to the user’s account to verify identity swiftly and securely. Meta assures users that it respects their privacy by committing to delete any facial data immediately after the verification process, regardless of the outcome.

This dual application of facial recognition technology not only enhances the platform’s security measures but also provides a quicker, more efficient method for account recovery. This development is part of Meta’s ongoing commitment to leveraging innovative technology to improve user experience and security, reinforcing its position as a leader in the digital space.