Meta, the parent company of Facebook and Instagram, is set to introduce facial recognition technology in an effort to combat scammers using celebrity images in fake advertisements. Public figures such as Elon Musk and financial expert Martin Lewis have been frequent targets of these scams, which often promote fraudulent investment opportunities and cryptocurrencies.
Lewis previously shared on BBC Radio 4’s Today programme that he receives daily reports of his likeness being used in deceptive ads, leaving him feeling deeply unsettled. Although Meta currently employs artificial intelligence (AI) to identify fake endorsements, the new facial recognition system aims to enhance detection by comparing suspicious ad images with celebrities’ official profile pictures on Facebook or Instagram. If a match is confirmed, the fraudulent ad will be automatically removed.
In early testing, the system has shown promising results, prompting Meta to expand in-app notifications to a broader group of affected public figures. The issue of scam ads has plagued Meta for years. In the 2010s, Lewis even pursued legal action against Facebook but dropped the case when the platform introduced a reporting tool and donated £3 million to Citizens Advice. However, these scams have evolved, often utilizing deepfake technology to create convincing videos of celebrities endorsing products or services.
With pressure mounting for Meta to act, Lewis has called on the UK government to empower regulators like Ofcom to tackle scam ads effectively. In one recent case, a fake interview with Chancellor Rachel Reeves tricked users into sharing sensitive financial information.
Meta also announced it will leverage facial recognition to assist users locked out of their accounts. Currently, account recovery requires uploading official identification, but video selfies will soon be tested as an alternative verification method. The system will compare the user’s video with their profile image to confirm their identity. Meta assured users that video data will be encrypted, stored securely, and deleted after verification. However, due to regulatory concerns, the feature will not be available initially in regions like the UK and EU.
While the use of facial recognition raises privacy concerns, Meta hopes its new measures will serve as a robust defense against the ever-evolving tactics of online scammers.
Source: https://www.bbc.com/news/articles/cg565mrdz7zo
Lewis previously shared on BBC Radio 4’s Today programme that he receives daily reports of his likeness being used in deceptive ads, leaving him feeling deeply unsettled. Although Meta currently employs artificial intelligence (AI) to identify fake endorsements, the new facial recognition system aims to enhance detection by comparing suspicious ad images with celebrities’ official profile pictures on Facebook or Instagram. If a match is confirmed, the fraudulent ad will be automatically removed.
In early testing, the system has shown promising results, prompting Meta to expand in-app notifications to a broader group of affected public figures. The issue of scam ads has plagued Meta for years. In the 2010s, Lewis even pursued legal action against Facebook but dropped the case when the platform introduced a reporting tool and donated £3 million to Citizens Advice. However, these scams have evolved, often utilizing deepfake technology to create convincing videos of celebrities endorsing products or services.
With pressure mounting for Meta to act, Lewis has called on the UK government to empower regulators like Ofcom to tackle scam ads effectively. In one recent case, a fake interview with Chancellor Rachel Reeves tricked users into sharing sensitive financial information.
Meta also announced it will leverage facial recognition to assist users locked out of their accounts. Currently, account recovery requires uploading official identification, but video selfies will soon be tested as an alternative verification method. The system will compare the user’s video with their profile image to confirm their identity. Meta assured users that video data will be encrypted, stored securely, and deleted after verification. However, due to regulatory concerns, the feature will not be available initially in regions like the UK and EU.
While the use of facial recognition raises privacy concerns, Meta hopes its new measures will serve as a robust defense against the ever-evolving tactics of online scammers.
Source: https://www.bbc.com/news/articles/cg565mrdz7zo
