Meta Platforms Inc. has announced a new trial involving facial recognition technology to combat scams that exploit images of celebrities, known as “celeb-bait ads.” The company plans to enroll nearly 50,000 public figures in a global trial starting in December, excluding certain jurisdictions without regulatory clearance.
The new method involves using facial recognition to compare faces in ads to public figures’ profile pictures on Facebook and Instagram. If a match is found and the ad is deemed fraudulent, it will be blocked immediately. Any facial data used for this purpose will be deleted after the comparison.
Initial testing with select celebrities has shown promising results in detecting and taking action against scams like celeb-bait ads. Meta intends to expand this effort by notifying more public figures targeted by such scams through in-app notifications.
Scammers often use celebrity images to lure users into engaging with fraudulent ads that lead to scam websites. Meta’s automated ad review system utilizes machine learning technology to detect and prevent such violations.
In addition to facial recognition technology, Meta is also testing video selfies as a way for users on Facebook and Instagram to verify their identity and regain access to locked accounts. This verification method aims to provide enhanced protection against hackers exploiting account recovery tools.
The tool being tested underwent rigorous privacy reviews internally at Meta and was discussed with regulators, policymakers, and privacy experts before implementation. Despite facing lawsuits related to misuse of celebrity images, Meta remains committed to enhancing user security on its platforms through innovative technologies like facial recognition and video selfie verification.
Source from www.ibtimes.com