Meta (META, Financials) said it is evaluating face recognition technology-based additional security measures to help consumers avoid fraud and assist in recovering access to hacked accounts. By identifying "celeb-bait" advertising especially, the technology seeks to improve current defenses by more precisely spotting frauds.
For certain high-risk advertising, the company's automated ad review systemwhich analyzes millions of ads daily across Facebook and Instagramincludes face recognition. This method contrasts the photos in commercials of prominent personalities with their Facebook and Instagram profiles. Should a match verify the ad is a hoax, Meta will ban it and remove any face data created throughout the process.
Meta also explores face recognition to find phony accounts that display prominent personalities. To stop bogus activity, the algorithm matches profile pictures of dubious accounts with those of celebrities and influencers.
By matching the video to their profile images, Meta also guides individuals in retrieving access to hacked accounts using video selfies for identification verification. Once the comparison is finished, all face information is encrypted and erased.
According to Meta, face data has been deleted after their use once these stepswhich have been checked by a privacy and risk analysishave been approved. While keeping security and privacy for its customers, the organization seeks to enhance account recovery and fraud identification.