Meta, the parent company of Facebook and Instagram, has announced a new initiative to improve account security and combat fraud by utilizing facial recognition technology.
This new approach aims to streamline the process of recovering hacked accounts and protect users from scams involving celebrity impersonation.
Meta is testing a new method for identity verification that utilizes video selfies to simplify the account recovery process. Last year, LinkedIn Rolled out New Identity Verification for Free to all Members.
This innovative approach allows users to regain access to their compromised accounts more quickly and efficiently than traditional document-based verification methods.
The process is simple; users will be asked to record a brief video selfie, moving their heads in different directions, similar to setting up Face ID on a smartphone.
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Meta’s facial recognition technology will then compare this video to the user’s existing profile pictures to verify their identity.
- Encrypted storage of video selfies
- Immediate deletion of facial data after comparison
- No visibility of selfies on user profiles or to other users
- Option to choose between automatic recognition and manual review
Meta is also leveraging this technology to tackle the persistent issue of “celeb-bait” scams. These fraudulent schemes often use images of public figures to lure unsuspecting users into engaging with deceptive ads.
The new system will automatically compare faces in suspected scam ads to the official profile pictures of celebrities on Facebook and Instagram.
If a match is detected and the ad is determined to be fraudulent, it will be promptly blocked.
Meta has emphasized its commitment to user privacy and data security in implementing these new features.
The company has stated that all facial data generated during the verification process will be immediately deleted, regardless of whether a match is found.
Additionally, Meta is providing users with control over their participation in this system. Public figures who are included in the protection against celebrity impersonation scams will be notified and given the option to opt-out at any time.
While the technology is still testing, early results have been promising. Meta plans to expand the rollout of these features in the coming weeks, starting with a larger group of public figures who have been affected by impersonation scams.
As online fraud continues to evolve, Meta’s use of facial recognition technology represents a significant step forward in the ongoing battle against account compromise and scams.
By providing a faster and more secure method of account recovery, as well as enhanced protection against fraudulent ads, Meta aims to create a safer online environment for its billions of users worldwide.
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