Meta Revives Facial Recognition on Social Platforms with Focus on Security and Fraud Prevention

Meta is testing a facial recognition system to detect and block “celeb-bait” scams, where scammers use images of celebrities to deceive users into engaging with fraudulent advertisements. This system will compare images of public figures in suspected scam ads against their Facebook and Instagram profile pictures. If a match is confirmed and the ad is determined to be a scam, it will be blocked. The trial will initially involve 50,000 celebrities worldwide, who will be notified and given the option to opt out.