Meta Restarts Facial Recognition to Combat ‘Celeb-Bait’ Scams, Targeting Public Figures

Meta, the parent company of Facebook, has made a significant move to combat the rising tide of "celeb-bait" scams. After a three-year hiatus due to privacy concerns, Meta is reintroducing facial recognition technology to identify and block fraudulent advertisements that use the likenesses of public figures.

Meta's New Approach to Combating Scams

The social media giant plans to enroll approximately 50,000 public figures in a trial that will automatically compare their profile photos with images used in suspected scam advertisements. If a match is detected and the advertisement is determined to be fraudulent, Meta will take action to block it.

Balancing Privacy and Security

Meta's decision to revive facial recognition technology comes amidst ongoing discussions about the balance between privacy and security. While the technology has raised concerns about data privacy, Meta believes it is necessary to combat the growing number of scams that exploit the images of public figures.

Global Rollout and Regulatory Challenges

The trial is set to be rolled out globally, with some exceptions in regions where Meta lacks the necessary regulatory clearance. This includes the European Union, the United Kingdom, South Korea, and certain U.S. states. These jurisdictions have stricter privacy laws and have posed challenges for Meta in the past.

Protecting Public Figures

Meta's primary goal is to protect public figures from the negative consequences of these scams. By using facial recognition technology, the company aims to identify and block fraudulent advertisements that misuse their images.

Transparency and User Choice

Meta has emphasized its commitment to transparency and user choice. Participants in the trial will be notified and have the option to opt out if they prefer not to have their images used in this way.

Addressing Privacy Concerns

Meta has taken steps to address privacy concerns associated with facial recognition technology. The company has stated that it will delete any facial data generated through the comparison process, regardless of whether a scam is detected. Additionally, the tool has undergone rigorous internal and external reviews to ensure compliance with privacy regulations.

Potential Future Applications

Beyond combating scams, Meta is exploring other potential uses for facial recognition technology. The company is considering using it to help users regain access to compromised accounts or verify their identity.

Conclusion

Meta's decision to reintroduce facial recognition technology is a significant step in its efforts to combat "celeb-bait" scams. While privacy concerns remain, the company believes that this technology is essential for protecting public figures and ensuring the integrity of its platform. As the trial progresses, it will be closely watched by regulators, privacy advocates, and the public.

Latest Meta features 2024

As of 2024, Meta (formerly Facebook) has introduced several new features across its platforms, enhancing user experience, privacy, and functionality. These features reflect Meta’s push toward more immersive experiences, privacy-focused tools, and artificial intelligence (AI) integration. Here's an overview of the latest features Meta has rolled out in 2024:

1. Meta AI: Personal AI Assistant

Meta has introduced its AI assistant, Meta AI, which integrates across Facebook, Instagram, Messenger, and WhatsApp. It provides real-time responses, helps users with searches, content recommendations, and even image generation via text prompts. The AI is powered by large language models similar to OpenAI’s ChatGPT, but with Meta’s specific enhancements tailored for social media interactions.

2. Enhanced Privacy Controls for Messenger and WhatsApp

Meta has significantly improved privacy settings across its messaging platforms. WhatsApp now includes new Disappearing Messages settings where users can make all messages in a chat automatically disappear after a chosen period. Messenger has introduced a new end-to-end encryption by default for all chats, making conversations more secure.

3. Threads Integration with Instagram and Facebook

Threads, Meta’s text-based app launched to compete with Twitter (now X), has been further integrated with Instagram and Facebook. Users can now easily share posts from Threads directly to their Instagram stories and Facebook timelines. The integration allows seamless cross-posting between platforms, improving social connectivity across Meta’s apps.

4. Meta Horizon Updates: VR and Metaverse Expansion

Meta continues to push forward with its Horizon Worlds metaverse project. In 2024, Horizon received a major update, allowing for more customizable avatars, better virtual environments, and improved social interaction features. Meta also introduced new tools for creators to design, monetize, and host virtual events within Horizon Worlds.

5. Instagram Stories – Multiple Songs Feature

Instagram now allows users to add up to 20 songs to a single Story, providing a richer audio experience. Users can create dynamic and multi-soundtrack Stories, giving more flexibility to express themselves through music.

6. Facebook Reels Monetization

To compete with platforms like TikTok, Meta has further invested in Facebook Reels by introducing monetization options for creators. These include ad placements within Reels and new tools to analyze audience engagement, making it easier for creators to earn money and understand their audience’s preferences.

7. Instagram Collaborative Posts and Stories

Instagram has introduced Collaborative Posts and Stories, where two or more users can co-author a post or Story. This feature is popular among influencers and brands, allowing multiple accounts to reach their combined audiences through a single post.

8. Meta Verified Subscription

Meta Verified, a subscription service, is now available globally, offering users verification badges (blue checkmarks) across Facebook and Instagram. This feature is designed to increase authenticity, help creators stand out, and provide additional perks like account support, extra features, and increased visibility.

9. Meta Pay Expansion

Meta Pay, previously known as Facebook Pay, has expanded its services. It now supports more currencies and can be used across Meta’s apps for purchases, subscriptions, and in-app services. This service aims to create a unified and seamless payment system for all Meta platforms.

10. Instagram Broadcast Channels

Instagram has launched Broadcast Channels, a feature allowing creators to broadcast messages to their followers directly through DMs. This helps influencers and businesses reach their audience more directly, with features for sending text, photos, polls, and voice messages to subscribers.

11. Video Calls with Avatars

Meta introduced Avatar-based video calling in 2024. Users can now choose to appear as their customizable avatars during video calls on Messenger and WhatsApp. This feature enhances privacy and adds a fun, interactive element to conversations.

12. Meta’s Digital Health and Time Management Tools

Meta has expanded its digital health tools, allowing users to better manage their time on platforms like Instagram and Facebook. Users can now set daily usage limits, mute notifications, and receive periodic reminders encouraging healthier social media habits.

13. AI-Generated Stickers

Meta rolled out AI-generated stickers for Instagram and Messenger. These are customizable, unique stickers generated from text prompts, allowing users to create personalized, fun graphics that reflect their mood or conversation topic.

14. WhatsApp Channels

WhatsApp Channels allow businesses, influencers, and organizations to send one-way broadcasts to their followers. Similar to Telegram channels, this feature provides a direct, non-intrusive way for users to stay updated on news, events, or promotions from their favorite creators or companies.

15. Event Discovery on Facebook with AI

Meta has enhanced Event Discovery on Facebook using AI-powered recommendations. The new feature suggests events, concerts, virtual experiences, and meetups based on users’ preferences, past attendance, and social network connections.