According to Reuters, on 22 (today) local time, after shutting down Facebook's facial recognition feature three years ago due to privacy and regulatory pressures, theMeta It has been announced that the service is being retested to combat "celebrity baiting" scams.
Meta says it will enroll about 50,000 public figures in the trial, theAutomatically compares their Facebook avatar to images in suspected scam adsIf the images are consistent and Meta determines that the ad is fraudulent, it will block them. If the images are consistent and Meta determines that the ads are fraudulent, the ads will be blocked. Participating celebrities will be notified and can opt out if they do not wish to participate.
The trial is scheduled to roll out globally starting in December, with some areas that have not received regulatory approval such as the UK, EU, South Korea, and the US states of Texas and Illinois to be excluded.
Monika Bickert, VP of Content Policy at Meta, said, "Our goal is to provide as much protection as possible for these public figures. They can opt out, but we want to provide that protection and make it easy to participate."
In 2021, Meta shut down its facial recognition system, deleting the facial scans of a billion users, citing "growing societal concerns" for the decision. In August, the company was asked by the state of Texas to pay $1.4 billion (currently around Rs. 9,961 million) to settle a lawsuit accusing it of illegally collecting biometric data.
At the same time, Meta is facing a lawsuit alleging thatIts failure to effectively stop celebrity-baiting scamsThe scam uses images of celebrities, often generated by AI, to trick users into paying for fictitious investment schemes. These scams use images of celebrities, often generated by AI, to trick users into making payments to fictitious investment schemes.
In the new trial, Meta says it will immediately delete all facial data generated from comparisons with suspected fraudulent ads, regardless of whether fraud is detected.