Flip The Script – Meta To Use Technology For User Protection After Earlier Controversy

In an effort to curb the spread of “celeb-bait” advertisements, Meta Platforms Inc (NASDAQ:META). is turning to facial recognition technology. These deceptive ads have exploited the images of celebrities to bait users into clicking through to fraudulent websites that may steal personal information and money.

This move represents one of Meta's strategies to safeguard its vast user base and uphold content integrity across its platforms.

Celebrity images have become a common lure in online scams, with scammers using such photos to entice users to click on ads that redirect to dubious sites. These fake ads often mimic legitimate promotions or offers, taking advantage of the trust and recognition that comes with celebrity endorsement.

To address this, Meta will implement a facial recognition system that cross-references images from suspicious ads against those of celebrities' legitimate Facebook or Instagram profiles. If the system detects a match and identifies the ad as part of a scam, the ad will be blocked. This proactive approach is designed to prevent scammers from leveraging the fame of public figures to perpetrate fraud.

With an estimated 3.3 billion daily active users, Meta's challenge is monumental. The company largely relies on artificial intelligence to monitor content and respond to spam reports. Facial recognition technology adds another layer of defence in this ongoing battle against malicious activities.

Beyond ad monitoring, Meta plans to extend the use of facial recognition for user assistance, specifically for those who have been locked out of their accounts. A new feature will allow individuals to regain access by taking a video selfie, which the system will compare to existing account photos to confirm their identity.

In line with privacy concerns, Meta has ensured that any facial data generated during the verification process will be discarded after the match assessment, whether the outcome is positive or negative.

Meta's history with facial recognition is littered with controversy, having previously used the technology to tag individuals in photos without explicit consent. This practice led to legal challenges and resulted in Meta paying multimillion-dollar settlements.

Due to particular legal restrictions in some states, Meta has excluded Illinois and Texas from its video selfie verification test. Monika Bickert, the Vice President of Content Policy at Meta, confirmed this exclusion, signalling the company's commitment to operate within legal frameworks.

Despite past challenges with facial recognition, Meta's renewed approach reflects its ongoing efforts to balance user convenience and safety with privacy preservation. As digital deception evolves, so too must the measures to combat it, and Meta's latest initiative showcases its resolve to protect individuals and the integrity of its platforms.