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Meta Revives Facial Recognition Technology to Combat ‘Celeb Bait’ Scams!

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Three years after discontinuing its facial recognition technology due to privacy concerns and regulatory scrutiny, Meta (formerly Facebook) is reintroducing the software as part of a new effort to crack down on “celeb bait” scams. The social media giant announced on Tuesday that it will begin testing facial recognition technology again, enrolling around 50,000 public figures in a trial aimed at protecting them from fraudulent ads using their likeness.

Trial Overview

The trial will automatically compare celebrities’ Facebook profile pictures with images used in suspicious scam advertisements. If a match is found and Meta determines the ad is fraudulent, it will block the ad from appearing. Celebrities involved in the trial will be notified and given the option to opt out if they prefer not to participate.

Global Launch and Limitations

Set to launch globally in December, the trial will not be available in certain regions, including the European Union, Britain, South Korea, and U.S. states like Texas and Illinois, where Meta lacks the necessary regulatory approvals.

Intentions Behind the Revival

Monika Bickert, Meta’s vice president of content policy, explained the company’s intention behind the trial.

“The goal is to provide as much protection as possible for public figures. They can opt out if they choose, but we want to make this protection readily available and simple for them,” she said during a press briefing.

Meta’s decision to revive facial recognition comes as it tries to balance using technology to tackle the rising number of online scams while addressing privacy concerns. When Meta discontinued its facial recognition system in 2021, it cited growing societal concerns and deleted the face scan data of one billion users.

Legal Pressures

However, the company now faces legal pressure, including a $1.4 billion settlement with the state of Texas for allegedly collecting biometric data illegally, along with multiple lawsuits accusing it of failing to curb “celeb bait” scams.

Data Privacy Assurances

The trial promises to delete any facial recognition data generated during ad comparisons immediately, regardless of whether a scam is detected. Bickert assured that the tool underwent a “robust privacy and risk review process” both internally and externally, involving discussions with regulators, policymakers, and privacy experts before implementation.

Future Applications of Facial Recognition

In addition to targeting scam ads, Meta is also considering using facial recognition for account recovery. The company plans to test this feature for non-celebrity users on both Facebook and Instagram, allowing them to regain access to compromised or locked accounts through facial recognition verification.

Enhanced User Experience

This feature aims to streamline identity verification processes for users who may have lost access due to hacking or forgotten passwords. By leveraging facial recognition technology, Meta hopes to provide a more efficient recovery method compared to traditional verification techniques.

Conclusion

Meta’s revival of facial recognition technology reflects its evolving approach to balancing privacy concerns with the need for enhanced security and fraud prevention on its platforms. As the landscape of online scams continues to grow more sophisticated, this initiative aims not only to protect public figures but also to enhance user safety across its services.

Call for Vigilance

As Meta moves forward with this technology, it underscores the importance of vigilance among users regarding their digital identities and personal data. The ongoing developments in AI-driven technologies necessitate robust security measures and informed consent practices to ensure that user privacy remains a priority alongside innovation.

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2 Comments

2 Comments

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    April 19, 2025 at 6:45 am

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CoRover Unveils BharatGPT Mini: India’s First Offline Multilingual AI

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BharatGPT

CoRover has launched BharatGPT Mini, India’s first offline multilingual AI model, at VivaTech 2025 in Paris, with the event officiated by Union Minister Jitin Prasada. This innovative Small Language Model (SLM), featuring around 534 million parameters, is specifically designed for edge devices and low-compute environments, enabling robust AI capabilities without the need for cloud connectivity. Its ability to function entirely offline and support 14 Indic languages makes it a powerful tool for digital inclusion, particularly in rural and remote regions where internet access is limited.

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Kerala Startup E-Quark Launches Innovative Mobile Holder with Built-In Charger

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Equark - StartupStories

Kerala-based startup E-Quark Molecule Innovations Pvt Ltd, headquartered in Thrissur, has introduced an innovative device called Keratin that combines a mobile phone holder with a built-in charger. This unique gadget is designed to offer users a convenient solution to hold and charge their smartphones simultaneously, addressing the common challenge of managing power supply while using mobile devices.

The device enhances user experience by integrating two essential functions into one compact design. It securely holds the phone while providing efficient charging, making it perfect for use on desks, bedside tables, or other personal spaces where easy access and power are needed. This innovation aligns with the growing trend of multifunctional mobile accessories that prioritize both convenience and practicality.

E-Quark Molecule Innovations is a key player in Kerala’s dynamic startup ecosystem, which has been rapidly expanding in tech-driven areas such as electric vehicle charging infrastructure. With the launch of this mobile holder-charger, the company is establishing itself as a leader in user-centric mobile accessories, further cementing Kerala’s position as a hub for cutting-edge technology development.

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New Instagram Features Let Users Customize Profiles and Share Quietly

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Instagram is rolling out two major features in June 2025 that promise to give users unprecedented creative control and privacy: grid rearranging and silent posting. The long-awaited grid rearranging tool allows users to freely drag and drop posts anywhere on their profile grid, breaking away from the traditional chronological order. This means users can now curate their profiles for a more visually appealing or thematic presentation, without the hassle of deleting and reposting content—an update especially welcomed by brands, creators, and anyone meticulous about their digital aesthetic.


In tandem, Instagram is introducing the “Post quietly to profile” feature, which lets users add photos and videos to their grid without notifying followers or pushing the content to their feeds. This silent posting option is ideal for those who want to document moments privately, experiment with new content, or maintain a cohesive grid without spamming their audience. It’s designed to reduce the pressure of public sharing, making Instagram a more comfortable space for personal expression and experimentation.

 

These updates reflect Instagram’s commitment to user empowerment and flexibility, responding directly to years of feedback. As Instagram head Adam Mosseri stated, the goal is to help users “create and share without added pressure,” giving them more freedom over how their content appears and how they engage with their audience.

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