Facebook reopens facial recognition software to foil scammers

Three years after banning the service over public outrage, Meta has said it will reintroduce testing involving 50,000 public figures to compare profile pictures to suspected scam ads.

If the technology identifies a false representation it will automatically ban the advert deemed to be fake. Celebrities will apparently be allowed to opt out of the trial.

The platform plans to roll the scheme out worldwide from December, except in territories where it doesn’t have jurisdiction, such as the UK, EU, South Korea and some US states including Texas which successfully sued Meta for $1.4 billion for collecting biometric data in August.