Meta Revives Facial Recognition: A New Strategy Against 'Celeb Bait' Scams

Meta is testing facial recognition on Facebook again, targeting 'celeb bait' scams by enrolling 50,000 public figures. The trial aims to block scam ads and plans a global rollout, excluding regions without clearance. The move follows concerns over user data privacy and past lawsuits.

Meta, the social media giant, is reintroducing facial recognition technology on Facebook in a bid to tackle rising 'celeb bait' scams. The initiative aims to safeguard public figures by enrolling 50,000 of them in an experimental program.

This program will automatically match their Facebook profile pictures with images used in suspected scam advertisements. If an image is identified as part of a fraudulent ad, Meta will block it and notify the concerned public figure, who can opt out of participation.

The global trial is set to commence in December but will not include regions without regulatory approval, such as the EU, South Korea, Britain, and specific U.S. states. This move attempts to balance privacy with fraud prevention, as past controversies have raised concerns about handling user data.

(With inputs from agencies.)