Meta, Mark Zuckerberg‘s social media organization, has announced plans to reintroduce facial recognition software to combat “celeb bait” scams, where scammers use celebrity profiles to deceive fans into sending money.
This move comes after years of discontinuing the technology due to privacy concerns, but regulatory pressure has prompted Meta to revisit its use.
The facial recognition technology was initially introduced when Facebook launched but was discontinued due to privacy concerns. However, with the rise of online scams and identity theft, Meta says it is bringing back the technology to protect its users.
Starting in December, a global trial will automatically compare Facebook profile photos of approximately 50,000 public figures with images used in suspected scam advertisements.
This trial will exclude regions without regulatory clearance, including Britain, the European Union, South Korea, and certain US states such as Texas and Illinois.
To address privacy concerns, Meta assures that all images used during the trial will be immediately deleted after comparison with suspected scam ads. This measure is designed to help protect users’ privacy while preventing scams.
Cybersecurity expert Dr. Jasmine Williams states, “Reintroducing facial recognition can significantly reduce celeb bait scams.” However, Williams also advised that Meta should ensure robust privacy safeguards to maintain user trust.
Meta’s spokesman agreed, but added, “We’re committed to protecting our users from scams and exploitation, and facial recognition technology is a vital tool in this fight.“
By leveraging this technology, Meta hopes to create a safer online environment for all its users.
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