Facebook and Instagram owner Meta Platforms Inc (NASDAQ:META, ETR:FB2A, SWX:FB) is testing new facial-recognition technology to tackle scams involving fake celebrity accounts on its platforms.
The new tool aims to detect ‘celeb-bait’ scams, which try to trick users into engaging with fraudulent content.
The technology works by scanning account profiles and matching them to official images of celebrities. If a potential scam is identified, Meta’s moderation team is alerted and a review is triggered.
In addition to identifying scams, the technology will be used to restore accounts that have been compromised.
Despite the seemingly altruistic intentions, Meta has a murky history with facial-recognition technology.
In 2021, the group shut down its previous facial-recognition system due to privacy concerns.
"Regulators are still in the process of providing a clear set of rules governing its use," the company said at the time. "Amid this ongoing uncertainty, we believe that limiting the use of facial recognition to a narrow set of use cases is appropriate."
In 2019, the US Federal Trade Commission cited facial-recognition technology when it slapped Meta with a $5 billion fine for privacy violations.
Meta’s latest iteration of facial-recognition technology will not be used in Britain, the EU, South Korea and some US states where it does not have regulatory clearance.