Meta is introducing facial recognition technology to tackle the growing issue of scammers using celebrities’ images in fraudulent advertisements.
The issue came to light after scores of celebrities were shocked to see their images being displayed on Meta advertising products.
Prominent figures like Elon Musk and personal finance expert Martin Lewis have been frequent targets, with scammers falsely using faces for fake investment schemes and cryptocurrencies.
Meta To Set New System
Currently, Meta relies on AI to review ads and detect fake endorsements.
However, the new system will compare images in suspicious ads to verified profile photos of celebrities on Facebook and Instagram.
If a match is found, and the ad is flagged as a scam, it will be automatically removed.
Celeb-Bait Scams
Meta’s early testing of the system has yielded promising results and the company is expanding in-app notifications.
The focus of this new system will be public figures who are most affected by these “celeb-bait” scams.
