Meta expands its facial recognition tool launched in October to the United Kingdom, Europe, and South Korea, allowing for the discovery of false advertisements that use celebrities’ images. “This expansion follows the commitment to regulators and the testing of these measures in other countries,” explains an official post from the company.
In the coming weeks, public figures in the UK and EU will begin to receive notifications in the group’s apps, informing them that they can now choose to receive ‘celeb bait’ protection with facial recognition technology. “And in countries where this is already available,” they add, “we are extending protection to a greater number of public figures.”
Furthermore, soon, users in the UK, EU, and South Korea who are trying to regain access to their Facebook or Instagram accounts will have a new option to verify their identity with a video selfie. “Video selfie verification using facial recognition technology is optional and provides a quicker and simpler way for people to verify their identity,” Meta emphasizes.
Facial recognition has been a contentious topic for Meta over the years. In 2024, the company agreed to pay $1.4 billion in Texas to settle a long-standing lawsuit alleging inappropriate collection of biometric data related to its facial recognition technology.
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