- Meta is piloting facial recognition technology to fight celebrity deepfake scam ads.
- The system compares ads to celebrities’ Facebook and Instagram profiles to detect fakes.
- Celebrities can opt out, and Meta deletes biometric data after use for privacy protection.
Meta has begun testing facial recognition technology to address the surge of deepfake scam ads featuring celebrities. The system compares images in ads to profile pictures of public figures on Facebook and Instagram to identify fraudulent use of their likeness.
Celebrities such as Elon Musk and Oprah Winfrey have often been targeted by scammers, luring victims into crypto investment fraud. Meta is expanding the test group to 50,000 public figures, with results already showing promise in blocking such ads.
Meta Rolls Out Facial Recognition to Tackle Deepfake Ads and Account Fraud
In addition to addressing deepfakes, Meta is implementing this technology for account recovery, allowing users to verify their identity through video selfies. The company assures that facial data is encrypted and deleted immediately after the verification process to maintain privacy. However, Meta’s efforts face scrutiny, especially in light of its past legal challenges regarding biometric data misuse, such as the $1.4 billion settlement with Texas.
The system works by cross-referencing images in scam ads with the official profile pictures of celebrities on Facebook and Instagram. When a match is confirmed, and the ad is determined to be fraudulent, Meta removes it. Early testing has shown positive results, and the company plans to expand the program to protect 50,000 public figures in the coming weeks.
This new initiative also extends to account security. Meta is introducing facial recognition as a method for users to regain access to compromised accounts. By using video selfies to verify their identity, individuals can securely recover their accounts, with the added assurance that all biometric data is deleted after the verification process to maintain privacy.
Meta’s move comes amid heightened scrutiny over its use of personal biometric data, especially following its costly settlement in Texas for unauthorized data collection. The company is taking precautions to avoid similar controversies by ensuring transparency and giving public figures the option to opt out of the program.
Meta’s deployment of facial recognition technology aims to curb deepfake scams and improve account recovery. By ensuring transparency and respecting privacy, Meta hopes to regain trust while combating fraud effectively.
“If we confirm a match and determine the ad is a scam, we’ll block it.” — Meta’s October 21 statement on the use of facial recognition to combat celebrity scam ads.
