Meta is gearing up to introduce Facial Recognition technology for identity verification, starting with testing on certain content creators and prominent individuals. This move aims to reduce the proliferation of fake advertisements featuring these personalities. The testing will take place on both Facebook and Instagram, leading to improved blocking of fake ads impersonating individuals.
Facial recognition of individuals has been a crucial tool for the Meta platform, but privacy concerns led Facebook to shut down all facial recognition systems on the platform in 2021. Meta now states that the reintroduction of facial recognition technology is solely for identity verification, logins, and prevention of fake ads featuring well-known personalities. The verification process involves face-matching through video selfie checks and is not planned for use with other platform functions. Additionally, this testing is not available in the European Union and the United Kingdom.
Source: Meta
TLDR: Meta is testing facial recognition technology on select individuals to combat fake ads, following earlier suspension of the technology due to privacy concerns.
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