Meta brings facial recognition tools to spot celeb scam adverts to the UK

5 March 2025, 06:04

A person's hands on a keyboard
Celebrity deepfake scam ads. Picture: PA

The social media giant first began rolling out the tools in October last year.

Facial recognition technology used by Meta to spot scam adverts featuring celebrities is to be introduced in the UK and the EU for the first time.

The social media giant, which owns Facebook and Instagram, first began testing the technology in other parts of the world late last year, but confirmed that after working with regulators it was now expanding its use.

The technology works by spotting an advert it believes to be a scam, and contains an image of a public figure the platform has identified as at risk from so-called “celeb-bait”, before using facial recognition tools to compare faces in the ad against images from the public figure’s official profiles.

If it is a match and the ad is identified as a scam, it will be blocked, Meta said.

BBC presenter Naga Munchetty
BBC presenter Naga Munchetty highlighted concerns around celeb-bait ads in the UK (PA)

Meta said it believed the tools will help to detect and stop malicious actors from misusing public figures’ images for crime.

In addition, Meta confirmed the facial recognition technology will be used to give users a new way to verify their identity to regain access to a locked or compromised account.

Users will be able to submit a video selfie as a new way to prove their identity, which will be analysed by the tech, the social media giant said.

“Scams and account security are top of mind for people,” Meta’s David Agranovich, a director on the firm’s security policy team, said.

“We’re constantly working on new ways to keep people safe while keeping bad actors out, and the measures we’re rolling out this week utilise facial recognition technology to help us crack down on fake celebrity scams – commonly referred to as celeb-bait, and to enable faster account recovery for people whose accounts have been locked or potentially hacked.”

Scams can have a devastating impact on people's lives, causing not only financial loss, but also emotional distress and a loss of trust in online platforms

Mark Tierney, chief executive of Stop Scams UK

Concerns around celeb-bait ads in the UK have recently been highlighted by BBC presenter Naga Munchetty, who revealed how she had discovered deepfake images of herself online being used in scam ads.

Mark Tierney, chief executive of Stop Scams UK, said Meta’s update was a “crucial step” towards protecting users from such content.

“Scams can have a devastating impact on people’s lives, causing not only financial loss, but also emotional distress and a loss of trust in online platforms,” he said.

“By leveraging advanced technology, Meta is taking a crucial step towards protecting users from these harmful activities.

“Every sector has a role to play in creating a safer digital environment through sharing and collaborating with each other. Consumers can help too by reporting suspicious activities.

“Together we can work towards reducing the prevalence of scams and ensuring a more secure online experience for everyone.”

By Press Association

More Technology News

See more More Technology News

People ride an upward escalator next to the Dior store at the Icon Siam shopping mall on June 12, 2024 in Bangkok, Thailand.

Luxury fashion giant Dior latest high-profile retailer to be hit by cyber attack as customer data accessed

A plane spotter with binoculars from behind watching a British Airways plane landing

‘Flying taxis’ could appear in UK skies as early as 2028, minister says

Apple App Store

Take on Apple and Google to boost UK economy, think tank says

A survey of more than 1,000 employers found that around one in eight thought AI would give them a competitive edge and would lead to fewer staff.

One in three employers believe AI will boost productivity, research finds

Hands on a laptop showing an AI search

One in three employers believe AI will boost productivity, research finds

Music creators and politicians take part in a protest calling on the Government to ditch plans to allow AI tech firms to steal their work without payment or permission opposite the Houses of Parliament in London.

Creatives face a 'kind-of apocalyptic moment’ over AI concerns, minister says

Ngamba Island Chimpanzee Sanctuary on Lake Victoria, Uganda

Chimps use medicinal plants to treat each other's wounds and practice 'self-care' as scientists hail fascinating discovery

Close up of a person's hands on the laptop keyboard

Ofcom investigating pornography site over alleged Online Safety Act breaches

The Monzo app on a smartphone

Monzo customers can cancel bank transfers if they quickly spot an error

Co-op sign

Co-op to re-stock empty shelves as it recovers from major hack

The study said that it was often too easy for adult strangers to pick out girls online and send them unsolicited messages.

Social media platforms are failing to protect women and girls from harm, new research reveals

Peter Kyle leaves 10 Downing Street, London

Government-built AI tool used to cut admin work for human staff

In its last reported annual headcount in June 2024, Microsoft employed 228,000 full-time workers

Microsoft axes 6,000 jobs despite strong profits in recent quarters

Airbnb logo

Airbnb unveils revamp as it expands ‘beyond stays’ to challenge hotel sector

A car key on top of a Certificate of Motor Insurance and Policy Schedule

Drivers losing thousands to ghost broker scams – the red flags to watch out for

Marks and Spencer cyber attack

M&S customers urged to ‘stay vigilant’ for fraud after data breach confirmed