The technology company is about to begin using meta-facial recognition technology to try to detect whether users’ faces are being used for online fraud.
This new technology introduced by the company is an attempt to protect users from fakes called ‘Celebrity Bets’. In this spoofing, celebrities impersonate and comment on a message, email or social media post.
This tool will compare people’s photos with their Facebook and Instagram photos.
According to the company, this feature is being tested globally. However, this feature will not be rolled out in the UK or EU yet. Discussions with regional regulators are ongoing.
Under the new system, when Meta’s existing technologies flag a post it suspects is fake and contains an image of a public figure, the system uses facial recognition to identify the face in the ad and will compare the Facebook and Instagram profile pictures of this public figure.
According to the company, if verified and the ad is found to be fake, the ad will be blocked. Any facial data generated by the Company from these advertisements will be deleted immediately after one comparison and such data will not be used for any other purpose.
