Facebook and Instagram’s Crackdown on Celebrity Scam Ads

New Measures to Combat Celebrity Scams

Meta, the parent company of Facebook and Instagram, is rolling out advanced facial recognition technology aimed at combating scams that exploit celebrities in advertisements. This initiative seeks to protect both users and celebrities from fraudulent schemes promoting investment opportunities and cryptocurrency.

Growing Problem of Celebrity Scams

High-profile figures like Elon Musk and personal finance expert Martin Lewis have been victims of these scams. Lewis has reported receiving “countless” notifications about fraudulent use of his name and image, describing the experience as “sickening.” In response to these concerns, Meta is enhancing its existing ad review system, which already uses artificial intelligence (AI) to detect fake endorsements.

How Facial Recognition Technology Works

The new system will compare images from questionable ads to the profile pictures of celebrities on Facebook and Instagram. If there’s a match and the ad is determined to be a scam, it will be automatically removed. Meta’s early tests of this technology have shown promising results, leading to in-app notifications for affected public figures.

The Rise of Deepfake Technology

The challenge of celebrity scams has evolved, particularly with the advent of deepfake technology. Scammers are increasingly using this technique to create realistic computer-generated likenesses, making it difficult for users to discern real endorsements from fraudulent ones. In light of this, Lewis has called on the government to give the UK regulator, Ofcom, more authority to tackle such scams.

Enhancing User Security with Facial Recognition

In addition to addressing scams, Meta plans to use facial recognition technology to assist users who find themselves locked out of their accounts. Currently, users must upload official identification to regain access, but video selfies may soon be an option. This new method will involve comparing the user’s selfie with their profile picture for verification.

Privacy Concerns and Future Plans

While this technology offers convenience, the use of facial recognition has sparked privacy debates. Although Meta previously abandoned similar technology due to concerns over accuracy and bias, it now assures users that video selfies will be encrypted and securely stored. The facial data generated during this process will be deleted after the verification.

However, the rollout of this system will be limited in regions where regulatory approval is still pending, including the UK and EU.