Washington Washington. The Mark Zuckerberg-owned Meta platform has announced it is bringing back facial recognition systems to its apps, nearly three years after it stopped using the technology following widespread criticism. Instead of using its facial recognition system to automatically identify people in an image, the company said it would use this technology to identify and combat celeb-bait advertising scams.
Meta reported in a detailed blog post that scammers often try to use images of facial recognition technology, writing that scammers often use images of public figures to lure Internet users into advertisements that may make them look scammy. are taken to websites, where they are often asked to share personal information or send money. To combat this, the company will use its facial recognition technology to compare the faces in the ad to the Facebook and Instagram profile photos of public figures. Once it determines that the ad is indeed a scam, it will block the ad from all of its apps. This will immediately remove any facial data generated from ads for this one-time comparison.
Additionally, the company will soon begin showing in-app notifications to a larger group of public figures who have been affected by celeb-bait scams to inform them that the company is enrolling them in this protection. This feature will be available on an opt-in basis and users will be able to opt-out of it at any time.
Additionally, Meta said it is testing a new video selfie verification feature for Instagram and Facebook profiles. The feature will enable users to verify their identity and regain access to compromised accounts by uploading a video selfie. In the background, the company will use its facial recognition system to compare the selfie video to the profile pictures of the account the user is trying to access.
“As soon as someone uploads a video selfie, it will be encrypted and stored securely. It will never be visible to their profile, friends or other people on Facebook or Instagram,” Meta wrote in its blog post and said That it will immediately delete any facial data generated after this comparison, even if it finds no matches.
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