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Reading: Meta Reintroduces Facial Recognition to Combat Facebook Scams
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Meta Facial Recognition
PhotoNews Pakistan > Tech > Meta Reintroduces Facial Recognition to Combat Facebook Scams
Tech

Meta Reintroduces Facial Recognition to Combat Facebook Scams

Web Desk
By Web Desk Published October 22, 2024 2 Min Read
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Meta to Fight Celeb-Bait Scams with Facial Recognition . Photo Credits: @axios (X)
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After pausing for three years due to privacy concerns and regulatory challenges, Meta reintroduced facial recognition technology on Facebook on Tuesday. The company plans to use this technology to address “celeb bait” scams.

Facebook owner Meta restarts facial recognition tech in 'celeb-bait' crackdown https://t.co/L8jd1BshAN pic.twitter.com/6JwJQfVuiC

— Reuters (@Reuters) October 22, 2024

Meta will start with a trial involving about 50,000 public figures. The software will compare their Facebook profile photos against images in suspected scam advertisements. If the software detects a match and identifies the ads as scams, Meta will block them.

The trial is set to launch globally in December. Still, it will exclude regions like Britain, the European Union, South Korea, and the US states of Texas and Illinois, where regulatory approval is still pending.

Meta is testing facial recognition technology to identify scam ads that utilise celebrity images https://t.co/qgfH4dQAeS

— Gadgets 360 (@Gadgets360) October 22, 2024

Monika Bickert, Meta’s Vice President of Content Policy, explained that the initiative protects public figures frequently impersonated in scam ads. This move comes as Meta seeks to balance advanced technology with regulatory compliance and public concerns over data privacy.

Furthermore, Meta is addressing legal challenges for not sufficiently preventing celeb bait scams, which often use AI-generated images of celebrities in fake investment schemes to defraud users.

Under the new protocol, Meta will delete any facial data generated during the trial immediately after its comparison with scam ads, regardless of the outcome.

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