Meta Implements Facial Recognition to Combat Scam Ads

Meta is currently experimenting with facial recognition technology as a tool to combat fraudulent advertisements that exploit celebrity images to mislead consumers. This deceptive tactic, often referred to as ‘celeb-bait,’ involves using recognizable faces from the entertainment and public sectors to lure users into scams.

The technology being tested works by analyzing the faces present in advertisements and comparing them to the profile pictures of celebrities on social media platforms like Facebook and Instagram. The goal is to verify the authenticity of the images used in the ads. If the system detects a match and identifies the ad as a potential scam, it will automatically block the ad from being displayed.

Furthermore, Meta ensures user privacy by deleting any facial data collected during the comparison process immediately after it is used. This step is crucial in maintaining the privacy and security of the data involved in this verification process.

By implementing this facial recognition technology, Meta aims to create a safer online environment and reduce the number of scam ads that misuse celebrity images to deceive users.