Meta Platforms is reintroducing its facial recognition technology, three years after halting it due to privacy controversies. This cautious rollout aims to enhance user safety by verifying identities and preventing scams, particularly those targeting public figures.
David Agranovich, Meta's global director of security policy, stated that the technology will be used selectively to prevent impersonation and assist in recovering compromised accounts. The pilot program will initially involve notifying select public figures for consent to use their facial data, ensuring no third-party involvement in the vetting process.
The new tools are designed to combat 'celeb-bait' scams that exploit the images of celebrities to deceive users. By comparing faces in suspected scam ads with verified profiles on Facebook and Instagram, Meta aims to swiftly identify and block fraudulent content. Early testing has shown promising results, with plans to expand the program to more public figures.
Additionally, the facial recognition technology will facilitate easier account recovery for all users through video selfies, providing a more secure method than traditional identity verification documents.
Despite the reintroduction, Meta emphasizes a commitment to privacy, stating that any facial data collected will be deleted after use. However, the rollout is currently paused in the EU and UK pending regulatory discussions.