Meta is rolling out a new facial recognition technology aimed at tackling the growing problem of celebrity scams and simplifying account recovery processes. The tech giant’s new system is designed to protect users from being misled by fraudulent ads using images of well-known public figures, a scam tactic that has become increasingly common.
The technology works by comparing faces in suspicious ads to profile pictures of celebrities on Facebook and Instagram. If a match is detected, Meta swiftly blocks the ad, protecting users from sharing personal information or making payments on fake websites. Importantly, Meta assures users that all facial data is deleted immediately after comparison and is not used for any other purposes.
While the initiative is being tested globally, it is absent in regions like the UK and the EU, where stricter data protection laws limit such technologies. In Africa, however, where regulations are less stringent, Meta can advance these tests more rapidly. This could have significant implications for African users, as online scams have become more widespread on social media platforms.
African celebrities are frequent targets of these scams, making Meta’s new tool especially relevant for influencers and public figures across the continent. Meta has begun testing with a select group of celebrities, yielding promising results. Soon, public figures affected by scam ads will receive in-app notifications informing them that they have been enrolled in the system.
Meta is also expanding the use of facial recognition to streamline account recovery. Users who have lost access to their accounts can now upload a video selfie, offering a simpler alternative to the traditional document-based process. This could be particularly beneficial for users across Africa, where access to physical identification documents may be more challenging.
Globally, Meta’s facial recognition technology is part of a broader effort to tackle deepfakes and the increasing use of AI-generated images in scam ads. As generative AI becomes more prevalent, the ability to identify fake images of celebrities will be crucial in reducing the spread of fraudulent content.
Meta’s tests are expected to evolve, with feedback from regulators and public figures shaping the future of facial recognition technology on the platform.
