Meta is implementing facial recognition technology to tackle fake ads impersonating celebrities on its platforms. The company plans to test this technology with 50,000 celebrities, including high-profile figures like Elon Musk and Oprah Winfrey, to identify and block scams. This initiative comes after early tests revealed promising results. The facial recognition system will compare images in suspicious ads with official profile pictures on Facebook and Instagram, allowing Meta to flag and remove fraudulent content more effectively. Additionally, celebrities will receive notifications regarding their participation and have the option to opt-out of the program. While this move aims to protect users from scams exploiting celebrity likenesses, Meta faces scrutiny after a significant legal settlement concerning unauthorized use of facial data. The company has committed to deleting any facial data collected during these checks. The rise of cryptocurrency scams on social media platforms underscores the urgency of this measure, as recent reports indicated that a significant percentage of crypto investments advertised on the platforms were fraudulent.

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