The goal is to help Facebook and Instagram crack down on so-called 'celeb-bait ads,' but facial-recognition tech will also be available for those looking to recover lost accounts.

Meta is bringing facial recognition tech back to its apps more than three years after it shut down Facebook’s “face recognition” system amid a broader backlash against the technology. Now, the social network will begin to deploy facial recognition tools on Facebook and Instagram to fight scams and help users who have lost access to their accounts,

Meta is expanding tests of facial recognition as an anti-scam measure to combat celebrity scam ads and more broadly, the Facebook owner announced Monday.

Facebook parent company Meta Platforms Inc. will start using facial recognition technology to crack down on scams that use pictures of celebrities to look more legitimate, a strategy referred to as “celeb-bait ads.

Three years after Meta shut down facial recognition software on Facebook amid a groundswell of privacy and regulator pushback, the social media giant said on Tuesday it is testing the service again as part of a crackdown on "celeb bait" scams.

Meta is testing facial recognition on Facebook again, targeting 'celeb bait' scams by enrolling 50,000 public figures. The trial aims to block scam ads and plans a global rollout, excluding regions without clearance.

Meta will inform a group of some 50,000 public figures, who can opt out of the trial if they wish. Read more at straitstimes.com.

Meta, the parent company of Facebook and Instagram, will utilise facial recognition technology (FRT) to combat scams. The company is introducing this feature amid an increase in celebrity-bait ads, helping users recover accounts more quickly. This is a global launch.

New Delhi: Three years after a data-privacy controversy forced Meta Platforms to halt the facial recognition feature, the Mark Zuckerberg-led parent of Facebook, Instagram and WhatsApp is bringing back the contentious technology. But this time, it is being cautious by rolling it out slowly and for a very selective subset of purposes.

Meta said Monday that it's testing out new facial recognition tools designed to protect users from celebrity-themed scams, as well as make it faster and easier for all users to recover access if they get locked out of their accounts.