Meta, the parent company of social media networks Facebook and Instagram, is currently testing a new facial recognition tool to protect users from celebrity impersonation scams. This technology will also help users regain access more quickly and easily if their accounts are locked.
According to The Guardian , Facebook and Instagram's parent company announced it will begin testing the use of facial recognition technology with a select group of 50,000 celebrities or public figures worldwide on an opt-out basis in December.
If Meta's current system suspects an ad might be fraudulent, it compares the image in the ad to the public figure's Facebook and Instagram profile pictures, and if they match and the ad is indeed fraudulent, it will be removed.
David Agranovich, global director, said: “This process is done in real time, much faster and more accurately than manual, human-based assessments. Therefore, it allows us to apply our enforcement policies more quickly and protect everyone on our app from scammers and celebrities threatening disruption at Meta,” he told reporters on Monday.
Celebrities must have a Facebook or Instagram profile to participate in the system.
Meta will also use similar facial recognition technology to allow users to upload selfie videos to recover their accounts if they are compromised by scammers.
In 2021, Meta withdrew from the use of facial recognition, particularly regarding the proposed tagging of users in photos, citing privacy concerns. Agranovich emphasized that generated facial data would be immediately deleted after the match check process was complete for both phishing and hijacking ads, regardless of whether a match was found, and that it would not be used for any other purpose.
The company said early testing with a small group showed “promising results” in speed and efficiency in detecting fraudulent ads. Meta said celebrities in the initial rollout will see a notification in their app informing them that they have signed up and they can opt out at any time.
Meta has faced pressure from politicians and regulators over the past few years to address the scams involving the use of fake images of public figures such as Martin Lewis, David Koch, Gina Rinehart, Anthony Albanese, Larry Emdur, Guy Sebastian, and others who have become accustomed to promoting investment fraud.
The company is being sued by mining tycoon Andrew Forrest for allegedly failing to address fraud cases involving the use of his image, and is also facing a lawsuit from the Australian Competition and Consumer Commission.
Agranovich said facial recognition is one of several tools the company uses to detect fraud, but acknowledged that some may slip through the cracks.
“It’s a numbers game, and so even though we have automated detection systems running against ads being created and removing a large number of infringing ads before they can be posted or shortly after they are posted, scam networks are still highly motivated to keep throwing things at the wall hoping things will go away, and some of them always succeed,” he said.
"Even if they succeed, scammers will likely move on to other tactics. And so we know we'll have to keep iterating and building new tools to anticipate whatever they do next."
According to Intellectual Property and Innovation
Source: https://doanhnghiepvn.vn/cong-nghe/meta-thu-nghiem-cong-nghe-moi-chong-lua-dao-mao-danh-nguoi-noi-tieng/20241023091636919
Comment (0)