Meta will evaluate the facial recognition technology on 50,000 public figures and celebrities in order to reduce the prevalence of “celeb-bait” schemes.
Meta, a social networking company with nearly 4 billion users, is currently conducting a test to determine the feasibility of utilizing facial recognition technology to address the issue of false celebrity fraud advertisements that have been affecting its platforms.
Meta announced that it will conduct a facial recognition technology trial with 50,000 public figures and personalities in the upcoming weeks, following the “promising results” of early testing with a small group of celebrities.
Meta stated that the system compares the images in the advertisement with the celebrity’s Facebook and Instagram profile photographs to identify frauds. “We will halt the advertisement if we confirm a match and determine it to be a fraud,” the company emphasized in a statement on October 21.
In the past, fraud advertisements have impersonated celebrities including Tesla CEO Elon Musk, American TV host Oprah Winfrey, and Australian mining billionaires Andrew Forrest and Gina Rinehart.
Meta stated that the action is a component of the organization’s overarching initiative to combat “celeb-bait” schemes, which are perpetrated by cybercriminals who have become more adept at obtaining confidential information or money from their victims.
“Our policies are violated by this scheme, which is also known as “celeb-bait,” and it is detrimental to the individuals who utilize our products.”
Mark Zuckerberg’s organization announced that it would commence sending in-app notifications to numerous celebrities who were identified as targets. These notifications would notify them that they have been included in the protection measure and that they have the option to decline it.
However, Meta may need to exercise caution in light of its recent $1.4 billion settlement with Texas for the unauthorized use of personal biometric data from millions of its residents.
When determining whether a celebrity advertisement is a fraud, Meta stated that it would promptly delete the biometric data generated.
Additionally, it will employ facial recognition technology to enable individuals to confirm their identity and regain access to compromised accounts.
Meta refuted claims from Australia’s consumer regulator that nearly 60% of crypto investment schemes seen on Facebook in August were hoaxes, despite the rise in crypto scam advertisements on Facebook. AI-generated deepfakes draw in many victims of these crypto investment schemes.
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