As online scams evolve, Meta has announced its intention to leverage facial recognition technology (FRT) to address the surge of celebrity-bait advertisements.
These scams typically exploit the images of famous personalities to deceive users into engaging with fraudulent ads that redirect them to scam websites.
The rise of these misleading campaigns has prompted Meta to act, aiming to protect its users while ensuring a safer environment on its platforms.
Scammers often employ tactics that include impersonating celebrities in ads to trick individuals into divulging personal information or sending money.
Monika Bickert, Meta's Vice President of Content Policy, highlighted the issue, stating,
“Scammers often try to use images of public figures, such as content creators or celebrities, to bait people into engaging with ads that lead to scam websites.”
This growing trend has not only harmed users but has also tarnished the reputation of the platforms that host such ads.
In response to this alarming trend, Meta is initiating a pilot programme focusing on celebrities impacted by scams, with a wider rollout planned in the coming weeks.
David Agranovich, the director of security policy at Meta, explained,
“We are testing the use of FRT to help protect our users from scams and to enable faster account recovery, while also keeping bad actors out of people’s accounts.”
Initially, this feature will target celebrities who have been affected, with the intent to gradually expand it to a broader audience.
The mechanics of this technology are straightforward yet innovative.
When Meta identifies a suspected scam ad featuring a celebrity, it will use FRT to compare the celebrity’s face from their Facebook or Instagram profile against the image used in the questionable advertisement.
If a match is confirmed and deemed fraudulent, Meta will block the ad in real-time.
Agranovich noted,
“The process is done in real time and is faster and more accurate than manual human reviews.”
This method not only expedites the detection process but also aims to bolster existing anti-scam measures that already utilise machine learning classifiers to scan ads.
Beyond identifying scam ads, Meta is also exploring the use of FRT for account recovery.
Often, users lose access to their accounts due to forgotten passwords or falling victim to scams.
Currently, users need to verify their identities by submitting an official ID or certificate.
The new method proposes an alternative: users will upload a video selfie that Meta will compare against their profile pictures.
Agranovich described the procedure, saying,
“The user uploads a video selfie, and we’ll use FRT to compare the selfie against the profile pictures on the account they’re trying to access.”
This process, akin to unlocking a smartphone, aims to enhance the user experience by making recovery quicker and more efficient.
A significant aspect of this initiative is the commitment to user privacy.
Meta has assured that any facial data generated during this process will not be stored or used beyond the immediate comparison.
Agranovich emphasised,
“We immediately delete any facial data generated after this comparison, regardless of whether there’s a match or not.”
This transparency aims to alleviate concerns surrounding the use of biometric data, especially in a world increasingly wary of surveillance and data privacy issues.
While these tests are set to be conducted globally, it's noteworthy that Meta has opted not to run them in the UK or the European Union at this time.
This decision is likely influenced by stringent data protection regulations that require explicit consent from individuals for such uses.
Meta's spokesman Andrew Devoy commented,
“We are engaging with the U.K. regulator, policymakers, and other experts while testing moves forward.”
As the company navigates these regulatory waters, it remains to be seen how these efforts will impact user perceptions in these regions.
With the new FRT measures in place, Meta hopes to enhance its capabilities in detecting and mitigating scams on its platforms.
The company has faced criticism for its historical failure to curb such deceptive practices, making this initiative a timely response to growing public concern.
As Bickert noted,
“This pilot will enable us to be more effective in taking down celebrity ads.”
Only time will tell if these measures will indeed provide a robust defence against the ever-evolving tactics of online scammers.
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