Meta has expanded its facial recognition tools to the U.K. after initial testing, aiming to combat scams and assist in account recovery. The tools were initially unavailable in the U.K. but are now offered to public figures who can opt-in for protections against scams leveraging their likeness. Meta reassures that any generated facial data will not be stored, reflecting a cautious approach amid ongoing scrutiny of privacy and AI regulations. Other regions, specifically Europe, have yet to witness the introduction of these features, signaling regional discrepancies in Meta's rollout strategy.
In the coming weeks, public figures in the U.K. will start seeing in-app notifications letting them know they can now opt-in to receive the celeb-bait protection with facial recognition technology.
We immediately delete any facial data generated from ads for this one-time comparison regardless of whether our system finds a match, and we don't use it for any other purpose.
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