Meta is expanding its use of facial recognition technology to protect against malicious advertising featuring images of celebrities and fake accounts.
We’ve previously written about the launch of testing for this technology, which is aimed at combating fraudulent schemes such as ‘celeb-bait’ — advertisements that use images of celebrities.
After successful trials in Europe and the UK, Meta is expanding the programme to include more public figures. In the coming months, the technology will be extended to Instagram and launched in South Korea to detect and remove malicious ads.
According to Meta’s internal reports, after the implementation of this and other initiatives in the first half of 2025, complaints about such ads decreased by 22% worldwide. Facial recognition technology has more than doubled the volume of fraudulent ads detected and removed, protecting 500,000 public figures from the misuse of their images in such schemes.
- Information on the Meta blog: https://about.fb.com/news/2024/10/testing-combat-scams-restore-compromised-accounts/
