Meta, the parent company of Facebook and Instagram, is taking significant steps to address the growing issue of celebrity investment scam advertisements by deploying facial recognition technology. This initiative aims to identify and protect public figures whose images are frequently exploited in fraudulent ads.
On October 21, 2024, Meta announced that it would begin trialing facial recognition technology with a select group of 50,000 celebrities and public figures globally. This opt-out program is set to launch in December. When Meta’s systems flag an advertisement as potentially deceptive, the technology will compare the images used in the ad against the profile pictures of public figures on Facebook and Instagram. If a match is confirmed and the advertisement is deemed a scam, it will be promptly removed.
David Agranovich, Meta’s Director of Global Threat Disruption, stated that this process operates in real-time and is significantly faster and more accurate than manual reviews. This capability allows Meta to enforce its policies more effectively and protect users from scams involving celebrities.
To participate in this initiative, celebrities must have an active profile on either Facebook or Instagram. Importantly, Agranovich emphasized that any facial data generated during this matching process will be deleted immediately after verification, regardless of whether a match is found.
This measure aims to address privacy concerns that have previously led Meta to scale back its use of facial recognition technology.
In 2021, Meta reduced its use of facial recognition due to privacy issues related to suggested tagging in photos. The current initiative marks a return to utilizing this technology specifically for combating scams.
Meta has reported that early testing with a small group of public figures has yielded promising results in detecting scam ads more efficiently. Celebrities included in the initial rollout will receive notifications within their apps about their enrollment in the program and will have the option to opt out at any time.
Meta has faced increasing scrutiny from politicians and regulators regarding its handling of scams that exploit celebrity images. High-profile individuals such as Martin Lewis, avid Koch, Ginahart, Anthony Albanese, and others have been targeted in fraudulent advertisements promoting dubious investment schemes.
The company is currently facing lawsuits from mining magnate Andrew Forrest over its alleged failure to combat scams using his likeness, as well as legal action from the Competition and Consumer Commission (ACCC).
Agranovich acknowledged that while facial recognition technology is a crucial tool in Meta’s arsenal against scams, it is just one part of a broader strategy. The company employs various automated detection systems designed to identify fraudulent ads before or shortly after they are posted. However, he admitted that some scams may still slip through the cracks due to the relentless tactics used by fraudsters.
Speaking on the ongoing challenges, Agranovich explained “It’s a numbers game,”. “Scam networks are highly motivated to keep trying new tactics in hopes that some will succeed.” He emphasized that even with successful implementations, scammers are likely to adapt their methods, necessitating continuous innovation from Meta.