New Delhi: In a bid to protect users from increasingly prevalent celebrity-bait scams and streamline the account recovery process, Meta is introducing facial recognition technology. The global initiative aims to identify and block fraudulent advertisements that exploit the images of public figures to trick users into sharing personal information or sending money.
Meta’s new approach involves comparing faces in suspicious ads to the verified profile pictures of public figures on Facebook and Instagram. If a match is confirmed and the ad is deemed a scam, it will be promptly removed. The company emphasizes that facial data collected for this one-time comparison is immediately deleted and not used for any other purpose.
To proactively protect public figures vulnerable to celeb-bait scams, Meta will be notifying a larger group of affected individuals about the new protection measure. These individuals will have the option to opt-out at any time.
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In addition to combating scams, Meta is also exploring ways to expedite the account recovery process for users who have forgotten their passwords. The company is testing video selfies as a means of verifying identity and regaining access to compromised accounts. By comparing the selfie to profile pictures associated with the account, Meta can determine if the user is indeed the rightful owner.
This innovative approach aligns with the growing trend of using facial recognition technology for enhanced security and convenience. By leveraging this technology, Meta aims to create a safer online environment for its users while providing a more efficient account recovery experience.
