Meta Deploys Facial Recognition to Combat Celebrity Scam Ads

Meta is introducing facial recognition technology on Facebook and Instagram to tackle scams impersonating celebrities, despite privacy concerns.

Meta's new system aims to identify and block scam ads using images of celebrities without permission by comparing them to official profile pictures.
The technology is being tested with 50,000 public figures globally, notifying them of their inclusion and allowing them to opt out.
Facial recognition will also be used for account recovery, requiring users to upload a video selfie for verification.
Privacy concerns persist due to Meta's history with facial recognition, but the company claims data will be deleted immediately after use.
The initiative is not yet being tested in the UK or EU, where stricter data protection laws apply, highlighting ongoing privacy debates.