Meta brings its anti-scam facial recognition test to the UK
2 min read Meta is rolling out its facial recognition tools in the UK after engaging with regulators. The tools aim to combat scam ads using celebrity likenesses and help users recover compromised accounts. March 05, 2025 12:27
Key Highlights
✅ Scam Protection – Public figures in the UK can now opt in to detect fake ads misusing their likeness.
✅ Video Selfie Verification – An optional tool to help users regain access to hacked accounts.
✅ Regulatory Approval – Meta expanded the test after working with UK authorities.
✅ Limited Use Case – Meta insists facial data is only used for scam detection and is deleted immediately.
Why It Matters
🚀 Tackling AI-Powered Scams – Deepfake scams are on the rise, and Meta aims to curb them.
📈 Privacy Concerns – Despite assurances, users remain wary of Meta’s history with data collection.
🤖 Meta’s AI Push – The company continues to invest heavily in AI-driven safety measures.
Reactions So Far
🔹 Positive Steps
✅ Public figures gain new protections against AI-generated scam ads.
✅ Users have a new way to verify accounts securely.
🔸 Skepticism Remains
❌ Some worry about Meta’s long-term data retention practices.
❌ No timeline for an EU rollout, where stricter privacy laws apply.
As Meta leans further into AI, will these tools be enough to restore user trust?
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