Meta will use facial recognition to detect misleading ads that use the image of celebrities

Meta will use the technology of facial recognition to identify scams that use the image of public figures in malicious advertisements and remove them from Facebook and Instagram, a technology that will also be used to reinforce the search for accounts that impersonate celebrities.

Scams that use celebrities to attract their victims are not new and operate in a context in which public figures themselves star in legitimate advertisements, which hinders review systems discern between the real and the deceitful.

To combat this type of scam, Meta has announced that it will use facial recognition technology to identify misleading adswhich usually take the user to malicious websites from where they steal data or money.

This technology will complement the automated systems that currently review “the millions of ads that are published on Meta platforms every day.” Specifically, if the advertisement is suspected to be fraudulent, a comparison of faces in advertisements with the Facebook and Instagram profile photographs of the public figure, and if it is detected to be a scam, it will be automatically blocked.

It is a optional feature for celebritiesand the information generated from this comparison is deleted “immediately,” the company says in its official blog post.

This technology will also be used in the detection of accounts that impersonate celebrities, with which cybercriminals seek to “trick people into interacting with fraudulent content or sending money.”