In a residential building in Guildford, south of London, an illustration snapshot taken on February 20, 2025, shows the Meta logo on a laptop screen next to social networking apps on a phone screen.
A facial recognition technique is being introduced by Meta, the parent company of Facebook and Instagram, to identify fraudulent advertisements that use pictures of celebrities in South Korea, the UK, and the EU. The tool has already been tried in other nations, and Meta intends to add more superstars to the service.
The “celeb-bait” defense tool using face recognition technology will be sent to public personalities in the UK and the EU in the upcoming weeks, according to David Agranovich, director of cyber threats at Meta. “Even if the advertisement uses generative artificial intelligence, we think this tool will help us identify misused images of public figures,” Agranovich told reporters.
On social media, fake advertisements using altered photos of famous people are common and frequently trick consumers into giving money or divulging personal information When a public figure activates Meta’s new function, the tool will look at their profile photo and compare it with faces in suspected phony advertisements. If misuse is verified, the program will promptly stop the ad.
Meta also declared that all users can use its account recovery tools with facial recognition. If an opt-in user’s account is locked, they can record a brief video to prove their identity.
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