Meta is bringing back facial recognition with new safety features for Facebook and Instagram

Meta is bringing facial recognition tech back to its apps more than three years after it shut down Facebook’s “face recognition” system amid a broader backlash against the technology. Now, the social network will begin to deploy facial recognition tools on Facebook and Instagram to fight scams and help users who have lost access to their accounts, the company said in an update.

The first test will use facial recognition to detect scam ads that use the faces of celebrities and other public figures. “If our systems suspect that an ad may be a scam that contains the image of a public figure at risk for celeb-bait, we will try to use facial recognition technology to compare faces in the ad against the public figure’s Facebook and Instagram profile pictures,” Meta explained in a blog post. “If we confirm a match and that the ad is a ...