Meta, a social network company with nearly 4 billion users, is testing how it can use facial recognition technology to combat fake celebrity scam ads plaguing its platforms.
As part of its efforts to protect users from scammers, Meta is exploring the use of facial recognition technology to identify and block fake celebrity ads on its platforms. The move comes as a response to the increasing number of scams that have been impersonating celebrities, including Tesla CEO Elon Musk, American TV host Oprah Winfrey, and Australian mining billionaires Andrew Forrest and Gina Rinehart.
Early Testing Shows "Promising Results"
Meta has reported promising results from its early testing with a small group of celebrities. The company stated that it will trial the facial recognition technology with 50,000 celebrities and public figures in the coming weeks. According to Meta, the system compares images in the ad against the celebrity’s Facebook and Instagram profile pictures to spot scams.
How Facial Recognition Technology Works
The facial recognition technology works by comparing the image of the celebrity in the ad with their actual profile picture on Facebook and Instagram. If a match is confirmed and it is determined that the ad is a scam, Meta will block it. The company has stated that it will immediately delete any facial data generated when determining whether an ad is a scam.
A Broader Crackdown Against "Celeb-Bait" Scams
Meta’s move to use facial recognition technology is part of a broader crackdown against "celeb-bait" scams from cybercriminals. These scammers have become increasingly sophisticated in stealing personal information or money from victims. Meta has stated that the scheme, commonly called "celeb-bait," violates its policies and is bad for people who use its products.
Tips to Spot Scams and Stay Safe Online
Meta has provided three tips to help users spot scams and stay safe online:
- Verify the authenticity of ads: Be cautious of ads that seem too good (or bad) to be true. Verify the authenticity of ads by checking if they are from a reputable source.
- Be wary of unsolicited messages: Be cautious of unsolicited messages or requests for personal information. Legitimate companies will not ask for sensitive information via email or message.
- Use strong passwords and enable two-factor authentication: Use strong, unique passwords and enable two-factor authentication to protect your accounts from unauthorized access.
Meta’s Recent Settlement with Texas
In a recent development, Meta has been criticized for using personal biometric data from millions of its residents without legal authorization. The company has agreed to a $1.4 billion settlement with the state of Texas. In light of this, Meta may need to proceed with caution when implementing facial recognition technology.
Using Facial Recognition Technology for Verification
In addition to combating fake celebrity ads, Meta plans to use facial recognition technology to allow people to verify their identity and regain access to compromised accounts. This feature will provide an additional layer of security for users and help prevent unauthorized access to accounts.
The Rise of Crypto Scam Ads on Facebook
Despite the increase in crypto scam ads on Facebook, Meta has refuted claims from Australia’s consumer regulator that almost 60% of crypto investment schemes on Facebook in August were scams. However, it is essential for users to remain vigilant and take necessary precautions when engaging with online content.
Conclusion
Meta’s testing of facial recognition technology to combat fake celebrity scam ads is a positive step towards protecting users from scammers. By using this technology, Meta can help prevent the spread of misinformation and unauthorized access to accounts. However, it is crucial for the company to proceed with caution in light of its recent settlement with Texas.