Meta Brings Back Facial Recognition to Combat ‘Celeb-Bait’ Scams

Meta is reintroducing facial recognition technology on Facebook and Instagram to tackle the growing issue of ‘celeb-bait’ scams, where scammers use AI-generated images of celebrities to promote fraudulent schemes.

This marks a significant shift from Meta’s decision to discontinue the technology in 2021 due to privacy concerns. The trial, announced for December 2024, will involve comparing images in flagged advertisements with the profile photos of around 50,000 public figures. If a match is found, and the ad is determined to be a scam, Meta will block it. Public figures will be notified of their participation and can opt out if desired.

This reintroduction is part of Meta’s effort to address mounting criticism over its handling of celebrity scams, which have become more sophisticated due to the rise of deepfake technology. Scams often involve fake endorsements by celebrities such as Elon Musk and Martin Lewis, promoting fake investment schemes or cryptocurrencies. Lewis, a personal finance expert, has spoken out about feeling “sick” by the daily misuse of his image, leading him to call for stronger regulations.

Meta’s facial recognition trial will begin globally but exclude regions where regulatory approval has not been obtained, such as the European Union, South Korea, and U.S. states like Texas and Illinois. The latter states are thought to have the most stringent biometric data privacy laws in America, while the European Union’s wide-ranging AI Act encompasses biometric technologies, with its influence reaching major projects like the planned biometric Entry-Exit System for border control.

The company said it will immediately delete any biometric data generated during the ad-matching process, regardless of whether a scam is detected, to address ongoing privacy concerns. Meta stressed that the tool underwent rigorous privacy and risk reviews and was discussed with regulators and privacy experts.

Additionally, Meta plans to extend the use of facial recognition technology to help non-celebrity users regain access to locked or compromised accounts. Currently, users must upload official IDs or documents to recover their accounts, but video selfies and face recognition are being tested to expedite the process. Meta says that this data will be securely encrypted, stored temporarily, and deleted after the verification process.

Sources: Reuters, BBC, The Guardian

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October 22, 2024 – by Tony Bitzionis