Meta Tests Facial Recognition to Block Celebrity Bait Scam Ads
Meta is testing facial recognition technology to identify and block scam ads that misuse the faces of celebrities and public figures on Facebook and Instagram.
Meta expands tests of facial recognition technology to combat celebrity scam ads on Facebook and Instagram. The system acts as a backup check for ads flagged as suspicious, comparing faces in the advertisements to the official profile pictures of public figures to verify if the ad is a scam.
Fraudsters frequently use images of well-known creators or celebrities to trick users into clicking bogus links that steal personal information or money. Meta reports that early tests with a small group of public figures show promising results for quickly detecting and blocking these deceptive campaigns, including those that use AI-generated deepfakes.
The company insists it immediately deletes any facial data generated during this one-time comparison and does not use the technology for any other purpose. This move comes after years of criticism directed at Meta for failing to prevent scammers from misappropriating famous faces to promote fraudulent schemes like dubious crypto investments.