Meta is taking a major step forward in protecting users from online scams and improving account security by introducing facial recognition technology. This new initiative aims to safeguard users from celeb-bait ads and help them regain access to compromised accounts more efficiently.

Combating Celeb-Bait Ads and Impersonation Scams

Scammers frequently exploit images of public figures, such as celebrities and content creators, to lure unsuspecting users into clicking on ads that lead to fraudulent websites. These celeb-bait ads are designed to appear legitimate, often tricking users into sharing personal information or sending money. While these tactics violate Meta’s ad policies, detecting such scams has proven challenging.

To address this, Meta is testing a new system using facial recognition technology. When the platform identifies an ad that may involve a public figure, Meta’s AI compares the faces in the ad with the profile pictures of the public figure from Facebook and Instagram. If a match is found and the ad is flagged as a scam, it will be blocked immediately. Importantly, any facial data generated during this comparison is deleted right after the analysis, regardless of the outcome, ensuring user privacy.

This new approach has shown promising results during early testing, allowing Meta to detect and remove scam ads more quickly. In the coming weeks, public figures who have been impacted by celeb-bait ads will receive in-app notifications, informing them about their enrolment in this security measure, with an option to opt-out at any time.

Strengthening Protection Against Impostor Accounts

In addition to ads, scammers often create fake accounts impersonating public figures. These accounts aim to trick people into engaging with scam content or even sending money, often by pretending that a celebrity is endorsing a product or offering a giveaway. Meta’s current detection systems, combined with user reports, help identify and shut down impostor accounts. However, Meta is exploring the use of facial recognition technology as an added layer of defence to speed up this process by comparing profile pictures of suspicious accounts with those of known public figures.

Helping Users Recover Compromised Accounts with Video Selfies

Losing access to your account due to a forgotten password, device issues, or hacking attempts can be frustrating. Currently, Meta requires users to verify their identity by submitting an official ID to regain access to their accounts. However, Meta is now testing a quicker, more secure method: video selfies.

With this new feature, users will be able to upload a short video of themselves, and Meta will use facial recognition technology to compare the selfie to the profile pictures on the compromised account. This process is similar to the facial recognition used for unlocking smartphones. Importantly, the video selfies will be encrypted and securely stored, never visible on profiles or shared with others. Once the comparison is complete, any generated facial data is promptly deleted, maintaining high privacy standards.

Video selfie verification is expected to simplify the account recovery process while providing a stronger defence against hackers. Since it’s harder for hackers to replicate than traditional document-based verification, it offers an added layer of protection.

A Responsible Approach to Security

Meta recognises the evolving tactics used by scammers and remains committed to advancing its defences. These facial recognition measures have been vetted through Meta’s robust privacy and risk review process, ensuring transparency and user control. Notifications will be sent to users to educate them about how these new tools work, and Meta guarantees the immediate deletion of facial data after its use.

Meta’s goal is to provide a safer online experience by leveraging cutting-edge technology like facial recognition. While the challenges of combating online scams will continue, Meta’s proactive approach aims to improve the speed, accuracy, and effectiveness of its security measures. The company remains in dialogue with regulators, policymakers, and experts to ensure these technologies are implemented responsibly.