Background
Meta first introduced facial‑recognition tools in the United States last year. The initial use cases focused on identifying advertisements that falsely used a celebrity’s likeness and assisting users in regaining access to hacked accounts. Three years after Facebook shut down its broader facial‑recognition system amid public backlash, the company has revived the technology for targeted safety purposes.
New Features in the UK, EU and South Korea
The latest rollout brings these tools to Facebook users in the United Kingdom, European Union and South Korea. Public figures in these regions can opt in to a program that allows Meta to compare the profile picture on a suspicious account with the verified profile pictures of the real public figure on both Facebook and Instagram. When a match is found, the impostor account is removed, according to a Meta spokesperson. The company plans to extend the same capabilities to Instagram in the coming months.
Purpose and Impact
The primary goal is to stop scammers who pose as public figures to trick users into sending money or engaging in other fraudulent activities. Meta reports that, in the first half of 2025, user reports of "celebrity bait" ads dropped by 22 percent globally after the introduction of these safeguards. In addition to preventing impersonation, the technology continues to aid account recovery in the newly covered regions, a service that has been available there since March.
Reception and Controversy
While Meta touts the safety benefits, facial recognition remains a controversial technology. Public opinion varies, especially regarding its use in law enforcement and workplace contexts. Nonetheless, the company emphasizes that the tools are limited to combating impersonation and are deployed with public‑figure consent.
Cet article a été rédigé avec l'assistance de l'IA.
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