🚀 Meta Tests Celebrity Facial Recognition Features
posted 23 Oct 2024
Meta, the parent company of Facebook and Instagram, has unveiled its new facial recognition technology. The tool is designed to solve two critical issues: detecting fake ads featuring deepfake celebrities and assisting users in recovering hacked accounts.
Combatting “celeb-bait” fraud
One of the most widespread scams that Meta is taking action against is the “celeb-bait.”
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In this type of scam, fraudsters exploit images of celebrities to capture users' attention and trick them into clicking phishing links, which lead to scam websites.
These fraudulent sites typically request personal information, enabling access to users’ digital assets.
Meta’s ad review system has already been using machine learning to flag such content. Now, to improve the detection of “celeb-bait,” the company is trialing a celebrity facial recognition system.
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When the system suspects an ad might be a scam, the images of public figures used are cross-checked with photos from their verified profiles on Facebook and Instagram.
If there’s a match, the ad is marked as fraudulent and blocked.
Meta stresses that any facial data gathered during these checks is erased immediately after the verification process.
Simplifying Account Recovery with Video Selfies
Meta is testing video selfies as a way to assist users in recovering access to their accounts, whether due to a forgotten password or a hack.
Previously, users had to submit identity documents for verification.
This new method offers a more efficient and convenient alternative.
By submitting a short video selfie, users can have it matched to their profile photos, and after verification, their account access is restored in no time.
Verification with Video Selfies. Source: блог Meta
Video selfies will be encrypted and securely stored. As with the facial recognition technology used for ads, all data will be deleted after the analysis is done.
Meta believes this method provides a higher level of security against hackers compared to the conventional document verification process.
Privacy and Transparency
Meta acknowledges the privacy concerns related to facial recognition technology. However, the company assures that the method has been vetted through stringent privacy and risk evaluation protocols and is considered fully secure.
Users will also have the choice to opt out of these security measures through the Accounts Center.
The new features are still being tested. Meta is optimistic they will lead to faster, more effective fraud prevention while enhancing the overall security experience for users.
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