Meta, a major social network company with nearly 4 billion users, is becoming a forefront player in the battle against online scams by testing cutting-edge facial recognition technology. This development aims to fight the surge of fake celebrity scam advertisements proliferating on its platforms. Initial testing with a select group of celebrities has produced promising outcomes, leading to plans to expand trials involving 50,000 celebrities and public figures in the near future.
The innovative system operates by comparing images in scam ads against the official profile pictures of celebrities on Facebook and Instagram. If a match is confirmed, and the advertisement is verified as a scam, it will be promptly blocked from the platform. This initiative comes in response to instances where high-profile figures, such as Tesla CEO Elon Musk, American TV host Oprah Winfrey, and Australian mining moguls Andrew Forrest and Gina Rinehart, have been impersonated in fraudulent ads. This mechanism is part of a comprehensive approach by Meta to tackle “celeb-bait” scams.
Cyber criminals are increasingly leveraging sophisticated techniques to deceive individuals into divulging personal information or handing over money. Meta has stated that these deceitful schemes contravene its policies and pose a significant threat to users. In a proactive move, the company will soon commence a series of in-app notifications directed at targeted celebrities, informing them of their participation in this protective measure, with an option to opt-out of the program. Nonetheless, Meta must tread carefully, especially following a considerable $1.4 billion settlement with the state of Texas regarding unauthorized use of personal biometric data.
The company has reassured the public that any facial data produced during the verification process to identify scam ads will be immediately deleted. In addition to combating scams, this facial recognition technology will play a role in assisting users in verifying their identities and recovering access to compromised accounts. While there has been a notable increase in crypto scam advertisements on Facebook, Meta has contested assertions from Australia’s consumer regulator, claiming that nearly 60% of crypto investment schemes seen on Facebook were scams as of August.
Many individuals find themselves ensnared in these scams through AI-generated deepfakes, stirring ongoing concerns about user safety and the integrity of online platforms..