Social media company says it has seen ‘promising results’ in detecting the scam ads, which have included deepfake images of Gina Rinehart and Guy Sebastian
Meta is fighting the scourge of celebrity investment scam ads with facial recognition technology to detect those who most often have their images used.
The parent company of Facebook and Instagram announced on Monday it would begin trialling the use of facial recognition technology with a select pool of 50,000 celebrities or public figures worldwide on an opt-out basis in December.
If Meta’s existing systems suspect an ad may be a scam, it would compare the images in the ad against the public figure’s Facebook and Instagram profile pictures, and if it’s a match and the ad is a scam, it will be deleted.
“This process is done in real time and is faster and much more accurate than manual human reviews, so it allows us to apply our enforcement policies more quickly and to protect people on our apps from scams and celebrities,” David Agranovich, director of global threat disruption at Meta, told reporters on Monday.
