Meta has said that it is going to leverage facial recognition technology in an attempt to crack down on celebrity scam ads that plague its Facebook and Instagram platforms. The move comes three years after the company removed facial recognition smarts from Facebook following a backlash against the technology. Meta is hoping the implementations of the system will be better received by its online communities this time around.
“Scammers often try to use images of public figures, such as content creators or celebrities, to bait people into engaging with ads that lead to scam websites, where they are asked to share personal information or send money,” Meta explained in a post.
The company already has a system for detecting scam ads involving celebrities, but it’s now aiming to make it more reliable. If the system suspects an ad to be a potential scam and it contains the image of a public figure at risk of being bait, it will use facial recognition technology to compare faces in the ad.
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Meta Wants To Crack Down On Celeb Scams
To curb the criticism that prompted Meta to ditch a form of facial recognition tech three years ago that involved automatic photo-tagging of Facebook users, the company said it will delete any facial data generated from ads for the one-time comparison.
The company said that early testing with a small group of celebs and public figures shows promising results. Next, Meta will enroll a bigger pool of celebs that have been used in celeb-bait scams. Those selected will be notified, and they can opt out of the system at any time.
Meta said it’s also exploring facial recognition tech as a way for users to verify their identity and regain access to Facebook and Instagram accounts if they forget their password, lose their device, or are tricked into giving their password to a scammer.
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How Will Users Regain Access To Accounts
As of now, owners of compromised accounts need to verify their identity to regain access by uploading an official ID or an official certificate that shows their name. But the company said it’s now testing “video selfies” as a way for users to verify their identity and regain access to their account.
“The user will upload a video selfie and we’ll use facial recognition technology to compare the selfie to the profile pictures on the account they’re trying to access,” the company explained, adding that the system is “similar to identity verification tools you might already use to unlock your phone or access other apps."
“Video selfie verification expands on the options for people to regain account access, only takes a minute to complete, and is the easiest way for people to verify their identity,” Meta said. “While we know hackers will keep trying to exploit account recovery tools, this verification method will ultimately be harder for hackers to abuse than traditional document-based identity verification.”