In a move signaling a return to facial recognition, Meta is testing the service again to combat "celeb bait" scams and enhance protection for users.
Monika Bickert stated, "The idea here is: roll out as much protection as we can for them. They can opt out of it if they want to, but we want to be able to make this protection available to them and easy for them." This indicates a shift towards proactive measures to secure public figures.
The company plans to enroll about 50,000 public figures in a trial which involves automatically comparing their Facebook profile photos with images used in suspected scam advertisements.
Despite the rollout, the trial will exclude certain large jurisdictions where Meta lacks regulatory clearance, including Britain and the European Union, highlighting the ongoing complexities in navigating regulations.
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