Meta, the parent company of Facebook and Instagram, is once again dipping its toes into the controversial waters of facial recognition technology. The company is currently testing two new security features that utilize facial recognition, aiming to enhance user security while addressing past privacy concerns.
The first experiment involves using facial recognition to identify and block “celeb-bait” scams. These scams often use images of public figures to lure users into clicking on malicious links or providing personal information. Meta’s system will compare the faces in ads to those of well-known individuals, flagging and blocking any potential scams.
As explained by Meta:
“If our systems suspect that an ad may be a scam that contains the image of a public figure at risk for celeb-bait, we will try to use facial recognition technology to compare faces in the ad to the public figure’s Facebook and Instagram profile pictures. If we confirm a match and determine the ad is a scam, we’ll block it. We immediately delete any facial data generated from ads for this one-time comparison, regardless of whether our system finds a match, and we don’t use it for any other purpose.”
The second experiment focuses on account recovery. Users who have lost access to their accounts can verify their identity by uploading a video selfie. Meta’s facial recognition technology will then compare the selfie to the profile pictures associated with the account.
“The user will upload a video selfie, and we’ll use facial recognition technology to compare the selfie to the profile pictures on the account they’re trying to access. This is similar to identity verification tools you might already use to unlock your phone or access other apps.”
It’s important to note that Meta has a history of using facial recognition, which has raised privacy concerns among users and regulators alike. In 2021, the company shut down its facial recognition system on Facebook, citing privacy considerations.
However, with these new experiments, Meta is attempting to strike a balance between security and privacy. The company has emphasized that any facial data collected during these processes will be deleted immediately after use and will not be stored for future analysis.
While these limited use cases may seem less invasive than previous applications of facial recognition, it remains to be seen how users and regulators will respond to Meta’s renewed interest in this technology. As AI and facial recognition continue to evolve, it’s crucial to carefully consider the potential benefits and risks of such tools.