Meta is bringing its facial recognition-based anti-scam technology to the UK, boosting its efforts to battle fraudulent ads and improve account security. The move comes after an initial test in select regions last year and represents a big step forward in Meta's larger quest to deploy artificial intelligence (AI) to combat internet threats.
The system aims to combat scams that use the likeness of celebrities to promote fraudulent schemes, commonly referred to as "celeb-bait." By scanning advertisements that appear suspicious, Meta's facial recognition tool cross-references images with official profiles of public figures. If a match is found and deemed fraudulent, the advertisement is immediately blocked. Meta claims that this measure will greatly minimize the use of high-profile identities in fraud efforts.
In addition to addressing fraudulent ads, the company is also rolling out a new facial recognition-based verification method to help users regain access to compromised Facebook and Instagram accounts. Those who have been shut out of their accounts can send a video selfie, which Meta's AI will evaluate to validate their identity. This technique aims to provide customers with secure and fast means to recover accounts compromised by hacking attempts or other security breaches.
Meta has emphasized that privacy is still a priority in the implementation of these capabilities. According to the tech giant, facial data used in ad detection is erased immediately after processing, ensuring that it is neither saved nor reused. Similarly, the video selfie verification tool is designed for single-use authentication and doesn't contribute to long-term biometric data gathering.
The decision to implement these features in the UK followed negotiations with regulators, reflecting the nation's increasing acceptance of driven security measures. Meta hasn't yet announced any plans to expand the test to the rest of Europe, although such a move is anticipated as the firm refines its strategy.
The introduction of these tools is part of Meta's larger AI-driven strategy, which includes big language models, AI-enhanced content moderation, and maybe a standalone AI application. Meta’s facial recognition has always been a subject for Meta, as evidenced by its $1.4 billion settlement over biometric data gathering in 2024; the company appears to be focused on immediate, practical uses to achieve regulatory and public support.
With frauds becoming more sophisticated and common, experts have applauded the implementation of these measures. Mark Tierney, CEO of Stop Scams UK, highlighted the significance of Meta's initiative, describing it as a crucial step in protecting users from fraudulent activity. High-profile personalities, such as BBC presenter Naga Munchetty, have recently expressed worry over the use of deepfake images in scam ads, further underscoring the requirement for proactive solutions.
While Meta's strategy is a positive step forward in the fight against online scams, the company's use of facial recognition technology is likely to be scrutinized further. Nonetheless, the expansion into the UK shows a determined effort to balance security with user privacy while leveraging AI to combat digital fraud.