Meta, the parent company of Facebook and Instagram, is testing a new facial recognition tool to protect users from celebrity impersonation scams. The technology will also make it faster and easier for users to regain access if they are locked out of their accounts.
According to The Guardian , Facebook and Instagram's parent company has announced that it will begin testing the use of facial recognition technology with a select group of 50,000 celebrities or public figures worldwide on an opt-out basis in December.
If Meta's current system suspects an ad might be fraudulent, it compares the image in the ad to the public figure's Facebook and Instagram profile pictures, and if it matches and the ad is fraudulent, it is removed.
“This process is done in real time, which is much faster and more accurate than manual human review, so it allows us to apply our enforcement policies faster and protect everyone on our app from scammers and celebrities,” David Agranovich, global head of threat intelligence at Meta, told reporters on Monday.
Celebrities must have a Facebook or Instagram profile to participate in the system.
Meta will also use the same facial recognition technology to allow users to upload selfie videos to reclaim their accounts if they are taken over by scammers.
In 2021, Meta backed away from using facial recognition, specifically suggesting tagging users in photos, citing privacy concerns. Agranovich stressed that the facial data generated would be deleted immediately after the matching process was complete for both scams and account takeovers, regardless of whether there was a match, and it would not be used for any other purpose.
The company said early testing with a small group of people showed “promising results” in terms of speed and effectiveness in detecting fraudulent ads. Meta said that celebrities who are first onboarded will see a notification in their app letting them know they’ve signed up and can opt out at any time.
Meta has faced pressure from politicians and regulators over the past few years to crack down on scams that feature fake images of public figures such as Martin Lewis, David Koch, Gina Rinehart, Anthony Albanese, Larry Emdur, Guy Sebastian and others who have been known to promote investment scams.
The company is being sued by mining magnate Andrew Forrest over alleged failures to address scams using his image, and is also facing legal action from the Australian Competition and Consumer Commission.
Agranovich said facial recognition is one of several tools the company uses to detect scams, but acknowledged some are likely to slip through the cracks.
“It’s a numbers game and so even though we have automated detection systems running against ads that are being created and removing a large number of offending ads before they can be posted or shortly after they are posted, the scam networks still have a high incentive to keep throwing things at the wall in the hope that it will go away, and some of them always do,” he said.
“Even if they succeed, fraudsters will likely move on to other tactics. And so we know we’ll have to continue to iterate and build new tools to stay ahead of whatever they do next.”
According to Intellectual Property and Creativity
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