Meta is experimenting with facial recognition technology on Facebook and Instagram as part of new measures to safeguard its users against scams, including those that include celebrity impersonation and phoney advertisements. The goal of this new technology is to combat “celeb-bait” frauds, which employ pictures of well-known persons to fool consumers into clicking on advertisements that take them to fraudulent websites. Because consumers believe they are dealing with a real business, such as a product or investment promoted by a celebrity, these advertisements frequently persuade people to pay money or divulge personal information. However, because these scam advertisements are made to appear like legitimate deals, they are getting harder to identify.
How Meta is Using Facial Recognition
Meta is experimenting with facial recognition technologies in its ad approval system to combat these scams. When a public figure’s face appears in an advertisement that has been marked as perhaps suspicious, Meta will match the face to the celebrity’s official Instagram or Facebook profile photo. Meta will instantly block the advertisement if a match is discovered and it turns out to be a fraud. Crucially, regardless of whether the technology detects a match or not, any facial information gathered for this purpose is immediately erased following the comparison.
This system’s preliminary testing has produced encouraging findings. To test the effectiveness of this approach, Meta has been collaborating with a select number of public personalities and celebrities. Meta intends to grow this system and will start informing additional well-known people that they are being added to this protection in the upcoming weeks. Celebrities have the option to opt out of this facial recognition system, though.
The celebrity scam
Meta is especially concerned about con artists profiting off the likenesses of famous people. Scammers occasionally make phoney accounts by impersonating well-known people. They then deceive individuals into interacting with fraudulent content, such as phoney endorsements for giveaways or investment scams, in order to obtain personal information or money.
At the moment, Meta detects and removes these fraudulent accounts using a combination of automatic technologies and human reports. In order to compare the images on dubious accounts with those on genuine celebrity profiles, Meta is investigating the use of face recognition technology as an extra security measure. By doing this, Meta would be able to apprehend imposters faster and prevent the scams from reaching users.
Additionally, Meta is experimenting with facial recognition technology to assist individuals who have been locked out or compromised from accessing their Instagram or Facebook accounts. For verification, users are now required to upload official papers, such as identification cards. However, Meta is experimenting with a quicker and easier method: video selfies. A user uploads a video of themselves throughout this procedure, and Meta compares it to their profile image. The video is encrypted and securely stored, and any facial data generated is deleted immediately after the comparison is made.
Compared to conventional document verification, this innovative approach is not only quicker but also more secure. Making it more difficult for hackers to take use of account recovery tools is a first step.
Although Meta is aware that scammers will keep changing their strategies, it is equally dedicated to enhancing its security protocols. To make its platforms safer, the firm is continuously testing and developing new defences, such as facial recognition technologies. In order to stay ahead of scammers and protect its consumers online, Meta has implemented privacy measures such as user notifications and automatic facial data deletion.
By being proactive, Meta believes that this technology can help identify scams and keep people from losing access to their accounts or becoming victims of celebrity imitation.
Also read: Viksit Workforce for a Viksit Bharat
Do Follow: CIO News LinkedIn Account | CIO News Facebook | CIO News Youtube | CIO News Twitter
About us:
CIO News is the premier platform dedicated to delivering the latest news, updates, and insights from the CIO industry. As a trusted source in the technology and IT sector, we provide a comprehensive resource for executives and professionals seeking to stay informed and ahead of the curve. With a focus on cutting-edge developments and trends, CIO News serves as your go-to destination for staying abreast of the rapidly evolving landscape of technology and IT. Founded in June 2020, CIO News has rapidly evolved with ambitious growth plans to expand globally, targeting markets in the Middle East & Africa, ASEAN, USA, and the UK.
CIO News is a proprietary of Mercadeo Multiventures Pvt Ltd.
