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Highlights
Meta Platforms Inc. is testing a new facial-recognition technology to combat scams involving fake celebrity accounts on Facebook and Instagram.
The technology scans profiles and matches them with official celebrity images to detect potential fraud.
This new system will also assist in restoring compromised accounts, although its deployment is limited in certain regions due to regulatory constraints.
Meta Platforms Inc. (NASDAQ:META), the parent company of Facebook and Instagram, is currently piloting an advanced facial-recognition technology aimed at addressing the growing issue of scams related to fake celebrity accounts on its platforms. This new tool is designed to identify ‘celeb-bait’ scams, which manipulate users into interacting with fraudulent content by impersonating well-known figures.
The facial-recognition system functions by scanning user account profiles and comparing them to verified images of celebrities. When a potential scam is detected, Meta’s moderation team is alerted to initiate a review process. In addition to its fraud detection capabilities, the technology is intended to facilitate the restoration of accounts that have been compromised.
Despite the promising applications of this technology, Meta has a complex history with facial recognition. In 2021, the company discontinued its previous facial-recognition system due to rising privacy concerns and regulatory scrutiny. At that time, Meta announced that the ongoing uncertainty surrounding facial-recognition regulations warranted a limitation of the technology's use to specific scenarios.
The US Federal Trade Commission previously cited facial-recognition technology as a factor in imposing significant fines on Meta for privacy violations. The company faces ongoing challenges in navigating regulatory environments, which has shaped its approach to facial-recognition technologies.
Notably, the new facial-recognition initiative will not be implemented in the UK, the EU, South Korea, and certain US states where regulatory approvals have not been obtained. This restriction reflects the cautious stance Meta is adopting as it seeks to balance technological innovation with compliance and public trust. As Meta continues to refine its approach to facial-recognition technology, it aims to enhance user safety while addressing past concerns over privacy and data security.
