Court filings or official news reports

Meta Brings Back Facial Recognition to Fight Celebrity Scam Ads and Assist Account Recovery

Oct 22, 2024, 04:26 AM

Meta Platforms Inc. is reintroducing facial recognition technology on Facebook and Instagram to combat 'celeb-bait' scams and facilitate faster account recovery for users. The technology aims to detect and remove fraudulent ads that misuse images of celebrities and public figures, a tactic commonly used by scammers to lure users into clicking malicious links. This move comes three years after Meta shut down its facial recognition system in 2021 amid privacy concerns and a series of costly lawsuits. Additionally, the company is testing facial recognition to help users regain access to locked accounts through video selfies, while ensuring compliance with privacy regulations. However, Ireland is not included in the initial rollout of this system.