Accordingly, Meta has begun testing facial recognition technology with 50,000 celebrities worldwide. The company's purpose is to detect fake ads using celebrity images to scam other users.
The automated image recognition system will compare the images used in the ads with the image data on the Facebook and Instagram platforms of these individuals. From there, the system will detect which ads are fake. If the images on the ads are found to be fake, the ads will be removed.
Meta also said that participants in this test will be notified in advance.
Along with that, the "tech giant" also promotes the use of facial recognition technology to help users recover stolen accounts.
Meta is also testing facial recognition technology to curb fraud amid fake images of celebrities, including Australian billionaires Andrew Forrest and Gina Rinehart, being circulated in fraudulent investment ads.
The National Anti-Fraud Centre in Australia said that the number of technology scams in 2023 was 18.5% higher than in 2022, causing losses of 2.74 billion AUD to the people of this country. Of which, scams on social media platforms are on the rise.
The National Anti-Fraud Centre in Australia has welcomed the use of facial recognition technology to detect and remove fraudulent ads, saying it would support its efforts to combat the scams it is determined to pursue and tackle.
Meta’s experiment with facial recognition technology could help detect and combat fraud on its platforms, but it has also raised concerns about privacy and the use of the biometric data Meta collects in the process.
David Agranovich, Meta's director of global threat prevention, has reassured people about this concern, saying that the facial data generated will be deleted immediately after the matching process is complete, regardless of whether the results match or not.
