Testing new technologies to prevent meta, fraud and celebrity impersonation

Meta, the parent company of social networks Facebook and Instagram, is currently testing a new facial recognition tool to protect users from celebrity impersonation scams. This technology also helps users restore access more quickly and easily if their account is locked out.

Theo guardianFacebook and Instagram, the parent company of Facebook and Instagram, announced that they will begin testing the use of facial recognition technology on 50 million celebrities and public figures around the world. On an exclusion basis in December around the world.

Meta’s current system is that if it suspects an ad may be fraudulent, it compares the image in the ad with the celebrity’s Facebook or Instagram profile picture and, if there is a match, the ad is removed if it is fraudulent.

“This process is performed in real time, making it much faster and more accurate than manual review by humans,” said David Agranovich, Global Director. This allows us to apply enforcement policies faster and protect app users from scammers and celebrities.” Meta’s threat of disruption was met with questions from the company, he told reporters Monday.

Celebrities must have a Facebook or Instagram profile to participate in the system.

Meta also uses similar facial recognition technology to allow users to upload. Take a selfie to get your account back when video scammers take over it.

In 2021, Meta withdrew its use of facial recognition, citing privacy concerns. They were especially encouraged to tag users in their photos. Agranovic emphasized that the generated facial data, regardless of whether there is a match or not, is immediately deleted once the match is confirmed for both phishing ads and account takeovers, and should not be used for any other purpose.

The company said initial tests with small groups showed “promising results” in terms of speed and effectiveness in detecting fraudulent ads. Meta says that when celebrities are first onboarded, they will see a notification in the app saying they have signed up and can unsubscribe at any time.

Meta has faced pressure from politicians and regulators over the past few years to address scams involving fake images of public figures such as Martin Lewis, David Koch, Gina Rinehart, Anthony Albanese, Larry Emdur, Guy Sebastian and others. Promotes investment fraud.

The company has been sued by mining magnate Andrew Forrest for failing to tackle fraudulent activity using his image and is also being sued by Australia’s Competition and Consumer Commission.

Agranovich said facial recognition is one of many tools the company uses to detect fraud, but acknowledged that some are likely to fall through the cracks.

“It’s a numbers game, so while we run automated detection systems on the ads we generate and remove large amounts of objectionable ads before or soon after they are published, the fraud networks remain highly motivated to keep throwing things out. They build walls in the hope that it will go away, and some of them always have,” he said.

“Even if successful, fraudsters will likely move on to other tactics. So we know that whatever we do next, we have to keep iterating and building new tools to stay ahead.”

According to intellectual property rights and creativity

Source: