Meta, the tech giant behind Facebook and Instagram is preparing to launch a new facial recognition trial aimed at curbing the misuse of celebrity images in fraudulent advertisements. Scheduled to begin in December, the trial will involve approximately 50,000 public figures whose Facebook profile photos will be scanned and compared with those used in suspected scam ads.
The goal of this initiative, which targets so-called “celeb-bait” scams, is to block ads that unlawfully use a celebrity’s likeness without permission. If a match is found, Meta will block the ad, and the affected public figure will be notified with the option to opt out of the program if they prefer.
The trial will be rolled out globally, except in regions like the UK, EU, South Korea, and certain U.S. states where regulatory approval is still pending.
Monika Bickert, Meta’s Vice President of Content Policy, explained that the program is part of the company’s efforts to protect public figures from being exploited in misleading ads. “We want to provide maximum protection,” Bickert stated, noting that participation is voluntary, and opting out is simple.
This initiative follows Meta’s ongoing privacy-related challenges. In 2021, the company shut down a previous facial recognition system amid concerns over privacy, and recently faced a $1.4 billion fine in Texas for allegedly mishandling biometric data.
Despite these setbacks, Meta is pushing forward with this specific application of facial recognition technology, balancing the fight against fraudulent ads with privacy considerations. The company has assured that all facial data used in the trial will be deleted immediately after comparison, with no storage or further use.
In addition to preventing scam ads, Meta is also testing facial recognition as a tool to help users recover compromised accounts, offering a more secure alternative to traditional verification methods.
