Tech giant Meta has announced its expansion of facial recognition technology to the UK.
This technology will help address issues related to fake advertising and compromised user accounts.
The move comes with "celeb-bait" scams, which exploit the likenesses of public figures, at an all time high.
Read: Trump Uses AI Deepfakes to Fake Taylor Swift Endorsement
Meta’s facial recognition technology will be used to target scam adverts that misuse images of celebrities to falsely endorse products.
It works by comparing faces in adverts to verified images in official profiles. Meta will use this to identify and block fraud advertisements in a proactive way before it’s pushed out to users.
“Opt-In To Receive The Celeb-Bait Protection”
In a world of increasingly realistic deepfakes and sophisticated cybercrime, this is a vital first step to addressing malicious online impersonation.
“In the coming weeks, public figures in the U.K. will start seeing in-app notifications letting them know they can now opt-in to receive the celeb-bait protection with facial recognition technology.” Meta confirmed.
The European expansion to the use of Facial Recognition technology follows Meta’s engagement with regulators and testing of these measures in other countries. Meta has worked closely with UK data protection authorities to ensure compliance with stringent regulations, including the UK General Data Protection Regulation (GDPR).
Beyond detecting and mitigating scams, Meta will also use the facial recognition technology to streamline account recovery.
Users who find themselves locked out of their accounts can now submit a video selfie for identity verification. This can be used in instances of suspected account hacking or forgotten passwords.
The company has implemented safeguards, including the deletion of facial data once it is no longer required for verification purposes.
Meta's expansion of facial recognition technology marks a pivotal moment in the ongoing battle against online fraud.
As technology evolves, so too will the tactics of cybercriminals. Meta's approach, combining proactive detection with user empowerment, sets a precedent for future efforts to safeguard the digital space.
Comments ( 0 )