Meta has begun an expanded trial of its facial recognition technology to assist public figures in the UK, EU, and South Korea against 'celeb-bait' scams. This feature will notify selected users about the option to protect themselves from fraudulent ads employing their likeness. Meta assures that these measures are optional, have undergone thorough privacy evaluations, and emphasize the deletion of facial data when no longer necessary. This initiative follows their earlier decision to halt Facebook's facial recognition functions amid ongoing privacy concerns in the tech landscape.
"In the coming weeks, public figures in the UK and EU 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 have vetted these measures through our robust privacy and risk review process and built important safeguards, like providing information to educate people about how they work, making these measures optional and ensuring we delete people's facial data as soon as it's no longer needed."
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