More than three years ago, Meta launched one of Facebook's controversial functions, facial recognition, which was able to identify a particular person from photos uploaded to the platform. However, the feature is now back – but not in the same way and for the same purpose as before. Meta is deploying the feature against scammers and with the aim of helping users recover their accounts if they are banned.
The company will first use the technology to filter out fraudulent ads using the faces of celebrities and public figures. If Meta's systems assume that the specific ad is a scam and misuses the face of a known person, it will compare the image with profile photos on that person's real page. If the ID shows a match, the ad will be deleted, it reads hvg.huon
As for users who lost access to their accounts, it was not easy for them to prove that this was actually their profile. But now it's easier with the new 'Video Selfie' feature that allows users to upload a short video of themselves. Facebook or Instagram then compares this to your profile photo and decides what to do next.
However, this feature will not work, for example, if you do not have a profile photo, or if the business page does not contain a single person.
Notes the paper.
Meta claims that both features will delete bulk photos instantly. The company has already started testing the new features with some users, but it has not yet started in the EU and UK as well – due to local regulations. However, Meta is confident that it will be able to introduce the new products globally in 2025.
