Meta announced new facial recognition tools to help users quickly restore compromised accounts and to combat fake celebrity-endorsed scams on Facebook and Instagram.
"If our systems suspect that an ad may be a scam that contains the image of a public figure at risk for celeb-bait, we will try to use facial recognition technology to compare faces in the ad to the public figure's Facebook and Instagram profile pictures," Meta said in its announcement.
Celebrities will need a Facebook or Instagram profile to use the new facial recognition tools, but they've shown "promising results" for detection speed and efficacy in early testing with a small group of public figures.
Meta's facial recognition tools will eventually allow users to regain access to their locked accounts by submitting a video selfie, similar to systems like Apple's Face ID.
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