Facebook parent company Meta Platforms will start using facial recognition technology to crack down on scams that use pictures of celebrities to look more legitimate, a strategy referred to as \u201cceleb-bait ads.\u201d<\/p>\n\n\n\n
Scammers use images of famous people to entice users into clicking on ads that lead them to shady websites, which are designed to steal their personal information or request money. <\/p>\n\n\n\n
Meta will start using facial recognition technology to weed out these ads by comparing the images in the post with the images from a celebrity\u2019s Facebook or Instagram account.\u00a0<\/p>\n\n\n\n
\u201cIf we confirm a match and that the ad is a scam, we\u2019ll block it,\u201d Meta wrote in a blog post. Meta did not disclose how common this type of scam is across its services.<\/p>\n\n\n\n
With nearly 3.3 billion daily active users across all of its apps, Meta relies on artificial intelligence to enforce many of its content rules and guidelines. <\/p>\n\n\n\n
That has enabled Meta to better handle the deluge of daily reports about spam and other content that breaks the rules. <\/p>\n\n\n\n
It has also\u00a0led to problems\u00a0in the past when legitimate accounts have been unintentionally suspended or blocked due to automated errors.\u00a0<\/p>\n\n\n\n
Meta says it will also start using facial recognition technology to better assist users who get locked out of their accounts. <\/p>\n\n\n\n
As part of a new test, some users can submit a video selfie when they\u2019ve been locked out of their accounts. <\/p>\n\n\n\n
Meta will then compare the video to the photos on the account to see if there is a match.\u00a0<\/p>\n\n\n\n
Meta has previously asked locked-out users to submit other forms of identity verification, like an ID card or official certificate, but says that the video selfie option would only take a minute to complete. <\/p>\n\n\n\n
Meta will \u201cimmediately delete any facial data generated after this comparison regardless of whether there\u2019s a match or not,\u201d the company wrote in a blog.\u00a0<\/p>\n\n\n\n
The social networking giant has a complicated history with facial recognition technology. <\/p>\n\n\n\n
It previously used facial recognition to identify users in uploaded photos as a way to encourage people to tag their friends and increase connections. <\/p>\n\n\n\n
Meta was later sued by multiple US states for profiting off this technology without user consent, and in 2024 was\u00a0ordered to pay the state of Texas $1.4 billion\u00a0(R24.6 billion) as part of the claim. <\/p>\n\n\n\n
Several years earlier, it\u00a0agreed to pay $650 million (R11.4 billion)\u00a0in a separate legal suit filed in Illinois.\u00a0<\/p>\n\n\n\n
The company will not run this video selfie test in Illinois or Texas, according to Monika Bickert, Meta\u2019s vice president of content policy.<\/p>\n","protected":false},"excerpt":{"rendered":"
The platform’s owner will start using facial recognition technology to crackdown on scams.<\/p>\n","protected":false},"author":341034,"featured_media":566273,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_sma_x_autopost_status":"idle","_sma_x_autopost_error":"","_sma_x_post_id":"","_sma_x_attempts":0,"footnotes":""},"categories":[18],"tags":[161,73842],"class_list":["post-566271","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-internet","tag-facebook","tag-meta-platforms"],"_links":{"self":[{"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/posts\/566271"}],"collection":[{"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/users\/341034"}],"replies":[{"embeddable":true,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/comments?post=566271"}],"version-history":[{"count":2,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/posts\/566271\/revisions"}],"predecessor-version":[{"id":566275,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/posts\/566271\/revisions\/566275"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/media\/566273"}],"wp:attachment":[{"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/media?parent=566271"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/categories?post=566271"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/tags?post=566271"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}