Meta tests facial recognition for spotting ‘celeb-bait’ ads scams and easier account recovery

Meta announced expanded trials of facial recognition to combat “celeb-bait” scam ads and detect impostor accounts on Facebook and Instagram, alongside a video selfie-based identity verification flow for faster account recovery. The company claims one-time comparison with immediate deletion of facial data, reports promising early results with a small group of public figures, and plans broader enrollment notifications, while excluding the EU and UK due to stricter data protection regulations and ongoing engagement with regulators.