Meta is trialling the use of facial recognition technology to protect users from what it describes as 'celeb-bait' scams, and to expedite account recovery.

'Celeb-bait' scams utilise images of public figures to entice people into engaging with ads that lead to scam websites. Meta's ad review system primarily employs automated technology to scrutinise ads for policy violations, including scams.

The new method under testing involves the use of facial recognition technology to compare faces in suspected scam ads with the public figure’s Facebook and Instagram profile pictures. Any facial data generated from ads for this one-time comparison is immediately deleted and not used for any other purpose.

Meta said it has vetted these measures through a robust privacy and risk review process and built safeguards, including notifications to educate people about how they work, giving people controls and ensuring the deletion of people’s facial data as soon as it’s no longer needed.

Early testing with a small group of celebrities and public figures has shown promising results in detecting and enforcing against this type of scam. In the coming weeks, Meta will start showing in-app notifications to a larger group of public figures who’ve been impacted by celeb-bait, enrolling them in this protection. Public figures can opt-out of this protection in their Accounts Center at any time.

Meta is also exploring the use of facial recognition technology to identify imposter accounts impersonating public figures. The company is testing video selfies as a means for people to verify their identity and regain access to compromised accounts. The video selfie will be encrypted and stored securely, and will not be visible on the user's profile or to other people on Facebook or Instagram. Any facial data generated from the video selfie comparison is immediately deleted.