New Delhi, October 22: Meta has started testing facial recognition technology to detect and prevent “celeb-bait” ads across its platforms. The company’s goal is to stop these impersonation tactics that can mislead users. The new feature is part of Meta’s efforts to enhance platform security and maintain a safe user experience.

As per the information available on the official website, Facebook parent Meta is testing the use of facial recognition technology to detect and prevent “celeb-bait” ads on its platforms. These ads often feature famous personalities or creators or celebrities in ways that mislead users into believing they are endorsed by those celebrities. Meta is also trying out this technology to help people confirm their identity and recover accounts that have been hacked. Elon Musk’s AI Startup, xAI Launches Its API; Check Details.

How Will Facial Recognition Technology Work

Meta's advertising review system mainly uses automated technology to check the millions of ads that appear on its platforms every day. The company uses machine learning tools to examine each ad for any breaches of its advertising rules and policies, including scams.

The automated process will look at various parts of an ad, such as text, images, or videos. If their systems think that an ad might be a scam and feature the image of a well-known person, it will use facial recognition technology to compare the faces in the ad with the profile pictures of that public figure on Facebook and Instagram. If they find a match and confirm that the ad is indeed a scam, Meta will block it from being shown.

People can lose access to their Facebook or Instagram accounts for several reasons, such as forgetting their password, misplacing their device, or being tricked into giving their password to a scammer. Meta is also now testing a method that uses video selfies for identity verification, allowing users to regain access to their compromised accounts. Snapdragon 8 Elite: Qualcomm Unveils Flagship Mobile Chip at Snapdragon Summit for Upcoming Android Smartphones; Check Features and Other Details.

In this process, users will need to upload a video selfie, which will then be compared using facial recognition technology to the profile pictures associated with the account they are trying to access. Once someone uploads their video selfie, it will be encrypted and stored safely. The video selfie verification is expected to add another option for people to recover their accounts. It is said to be the quickest and simplest way for users to confirm their identity and regain access to their accounts.

(The above story first appeared on LatestLY on Oct 22, 2024 12:03 PM IST. For more news and updates on politics, world, sports, entertainment and lifestyle, log on to our website latestly.com).