Meta Introduces Facial Recognition For Scam Detection And Account Recovery

Meta announced on Monday that it is testing new facial recognition tools designed to help users quickly restore compromised accounts and combat scams involving fake celebrity endorsements, known as ‘celeb-bait.

The company announced it will roll out experimental features that use facial recognition to verify users by comparing their faces with profile pictures on Facebook and Instagram.

These efforts aim to protect users from scams where bad actors use images of celebrities to trick people into engaging with fake ads. These ads often lead to fraudulent websites asking for personal information or money.

Meta’s ad review system already uses machine learning to scan millions of ads for violations, including scams. The new facial recognition tool adds a layer of protection, allowing the platform to compare images in suspicious ads with the public figure’s profile pictures.

If a match is found and the ad is deemed fraudulent, it will be blocked. Meta promises to immediately delete any facial data used during this process.

In addition to detecting fake ads, the new tools also target impostor accounts. Scammers often create fake profiles pretending to be celebrities to dupe users into sending money or sharing sensitive information.

Meta is exploring facial recognition technology to compare profile photos of suspicious accounts with those of public figures on their platforms, hoping to catch these accounts more quickly.

Meta’s facial recognition initiative isn’t limited to combating scams. It also aims to simplify the process of regaining access to compromised accounts. When users lose access to their accounts, they are often required to upload an official ID.

Meta is now testing video selfies as an alternative. Users upload a video selfie, which is then compared to their profile photos using facial recognition technology.

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Meta assures that this data is securely encrypted, never visible to others, and promptly deleted after the comparison is made.

This move follows Meta’s controversial decision in 2021 to shutter its facial recognition system, during which it deleted the face scan data of one billion users, citing “growing societal concerns,” noted Reuters.

In August 2024, the company was ordered to pay Texas $1.4 billion to settle a lawsuit claiming it illegally collected biometric data, added Reuters.

While the company emphasizes that its measures have undergone rigorous testing and that user privacy is a priority, the reality is that scammers are constantly adapting their tactics.

The sophistication of scams demands that platforms like Meta remain proactive and innovative in their defenses. Ongoing collaboration with experts and policymakers will be essential to combat these increasingly complex threats and ensure user safety.