Meta has started combating fraudulent ads that use celebrity images with facial recognition technology. In December, the company plans to start testing this technology with the participation of 50,000 famous individuals, giving them the option to opt-out of participation.
If Meta's systems suspect that an ad might be fraudulent, the image in the ad will be compared with the celebrity profile photos on Facebook and Instagram. If a match is confirmed and the ad is found to be fraudulent, it will be immediately removed.
Meta’s Director of Global Threat Disruption, David Agranovich, noted that this process happens in real-time and is much more efficient than manual checks. The technology will also be used to restore user accounts if their profiles have been hacked by fraudsters.
Previously, Meta suspended the use of facial recognition due to privacy concerns, but Agranovich emphasized that the data generated during this process will be immediately deleted after the check is completed.
