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Meta Takes Action Against Celebrity Ads with New Facial Recognition Technology

Meta is taking significant steps to combat the growing issue of celebrity impersonation in online scams. The company plans to introduce facial recognition technology aimed at identifying and removing fraudulent advertisements that misuse the likenesses of well-known figures.

 

image via meta


Currently, Meta employs an ad review system that utilises artificial intelligence to detect fake celebrity endorsements. However, the new facial recognition technology will enhance this system by comparing suspicious ad images with the profile photos of celebrities on Facebook and Instagram. If a match is confirmed and the ad is identified as fraudulent, it will be automatically removed from the platform.

 

This initiative comes in response to a troubling trend where scammers have exploited the images of celebrities like Elon Musk and Martin Lewis to promote dubious investment schemes and cryptocurrencies. Lewis has publicly shared his distress over these scams, stating that he receives numerous reports daily about his name and image being misused, leaving him feeling "sick" about the situation.

 

Meta has reported promising results from early tests of this technology and plans to expand notifications within the app to alert more public figures affected by these "celeb-bait" scams.

 

The issue of celebrity impersonation has persisted for years, prompting Lewis to take legal action against Facebook in the past. Although he eventually dropped the case after Meta introduced a reporting button for scam ads and donated £3 million to Citizens Advice, the problem has only grown more complex. Scammers are now using advanced deepfake technology to create realistic videos that falsely portray celebrities endorsing products or services.

 

In light of these challenges, Lewis recently urged the UK government to empower regulators like Ofcom to tackle scam advertisements more effectively, particularly after a fake interview with Chancellor Rachel Reeves was used to deceive individuals into revealing their bank details.

 

Meta acknowledges that scammers continually adapt their tactics to evade detection. "We hope that by sharing our approach, we can help inform our industry’s defences against online scammers," the company stated.

 

In addition to combating scams, Meta is also exploring facial recognition technology for account recovery. Instead of requiring users to upload official identification documents when locked out of their accounts, users may soon be able to verify their identity through video selfies. This method will compare submitted footage against the account's profile image for a match.

 

However, the use of facial recognition technology raises privacy concerns. Meta previously abandoned its facial recognition system in 2021 due to issues related to privacy, accuracy, and bias. The company assures users that any video selfies submitted will be encrypted and securely stored, with facial data deleted after verification.

 

Initially, this feature will not be available in regions where regulatory approval is pending, including the UK and EU. As Meta navigates these complexities, it remains committed to enhancing user safety while addressing the evolving landscape of online fraud.

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