San Francisco, CA – Meta, the parent company of Facebook and Instagram, has announced plans to implement facial recognition technology to combat a growing wave of scams that fraudulently use the likenesses of celebrities in advertisements. High-profile figures, including Elon Musk and personal finance expert Martin Lewis, have reported being victims of such schemes, which often promote dubious investment opportunities and cryptocurrency.
Martin Lewis, who frequently discusses the issue on BBC Radio 4’s Today programme, revealed that he receives “countless” reports daily of scams exploiting his name and image, stating that the situation has left him feeling “sick.” In response to these concerns, Meta aims to enhance its existing ad review system, which currently utilizes artificial intelligence (AI) to identify false celebrity endorsements.
The upcoming facial recognition system will work by cross-referencing flagged images from suspicious ads with the profile photos of celebrities on Facebook and Instagram. If a match is confirmed and the advertisement is determined to be a scam, it will be automatically removed from the platform. According to Meta, early testing of this system has yielded “promising results,” prompting the company to roll out notifications to a wider audience of affected public figures.
The issue of celebrity scams has persisted for years, prompting Lewis to take legal action against Facebook in the past. He eventually dropped the case after the platform introduced a reporting button for scam ads and donated £3 million to Citizens Advice. Despite these efforts, the sophistication of the scams has evolved, with many now employing deepfake technology to create realistic computer-generated images or videos that falsely endorse products or services.
Pressure has mounted on Meta to address this alarming trend. Recently, Lewis urged the UK government to empower Ofcom, the communications regulator, to tackle the increasing prevalence of fraudulent advertisements, especially following a fake interview with Chancellor Rachel Reeves that misled individuals into revealing their bank details.
Meta has acknowledged the relentless nature of scammers, stating, “Scammers are relentless and continuously evolve their tactics to try to evade detection.” The company hopes that its proactive approach will contribute to the broader fight against online fraud.
In addition to combating scams, Meta is also exploring the use of facial recognition technology to assist users who find themselves locked out of their accounts. Previously, regaining access required users to upload official identification. The new method under consideration involves using video selfies to verify identity, which would then be compared to the account’s profile image.
Despite the potential benefits, the widespread use of facial recognition technology raises privacy and ethical concerns. Meta previously utilized such technology before discontinuing it in 2021 due to issues related to privacy, accuracy, and bias. The company has assured users that any video selfies collected will be encrypted and securely stored, with facial data being deleted after verification.
However, the facial recognition system will not be immediately available in regions where regulatory permission has not been secured, including the UK and EU. As Meta continues to navigate the complexities of online security and privacy, the introduction of facial recognition technology marks a significant step in its ongoing efforts to protect users from fraud.
