Meta, the parent company of Facebook, is set to reintroduce facial recognition technology in a bold move to combat the rising tide of celebrity scam advertisements plaguing its platform. Three years after discontinuing the software due to privacy concerns and regulatory scrutiny, Meta announced on Tuesday a new trial aimed at protecting public figures from fraudulent use of their images.
The trial involves approximately 50,000 public figures whose profile photos will be automatically scanned and compared with images used in suspected scam ads. If a match is detected and the advertisement is deemed fraudulent, Meta will take action to block it. Celebrities included in the trial will receive notifications and have the option to opt out of the program.
Monika Bickert, Meta’s vice president of content policy, emphasized the company’s commitment to safeguarding public figures. “The idea here is to offer as much protection as possible,” she explained. “We understand the concerns around privacy, and that’s why celebrities can choose to opt out if they prefer.”
The decision to reintroduce facial recognition technology marks a significant shift for Meta, which had previously shut down its facial recognition system in 2021 and deleted data associated with one billion users. The company cited “growing societal concerns” at the time. However, the escalating issue of “celeb bait” scams—where images of famous individuals, often generated using artificial intelligence, are employed to lure users into fraudulent investment schemes—has prompted Meta to reconsider its stance.
The trial is scheduled to launch globally in December, excluding regions where Meta lacks regulatory approval, such as the European Union, Britain, South Korea, and the U.S. states of Texas and Illinois. This caution reflects Meta’s ongoing legal challenges, including a $1.4 billion settlement with Texas earlier this year over allegations of illegal biometric data collection.
Despite these hurdles, Meta is moving forward with the initiative as part of a broader effort to enhance user safety and trust on its platforms. The company continues to face lawsuits accusing it of not doing enough to prevent celebrity-related scams. By leveraging facial recognition technology, Meta aims to strike a balance between combating fraudulent activities and respecting user privacy.
As the digital landscape evolves, Meta’s latest endeavor highlights the complex interplay between technology, privacy, and security. The company’s actions will be closely watched by industry observers, regulators, and users alike, as it navigates the challenges of protecting individuals while upholding data privacy standards.
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Meta relaunches facial recognition to combat celebrity scam ads
cgtn.com