Facebook and Instagram launch celebrity scam ad crackdown

Facebook and Instagram, both owned by the tech giant Meta, are taking significant steps to combat the growing issue of scams that exploit the likenesses of celebrities in advertisements. This initiative comes in response to numerous reports of fraudulent ads that misuse the names and images of well-known figures, including Elon Musk and financial expert Martin Lewis. These scams often promote dubious investment schemes and cryptocurrencies, which are digital forms of money. Martin Lewis has publicly expressed his frustration, stating that he receives countless reports daily about his identity being misused in these scams, leaving him feeling quite disturbed. To address this issue, Meta is introducing facial recognition technology to enhance its existing ad review system, which already employs artificial intelligence to identify fake celebrity endorsements. The new technology will compare images from flagged ads with the official profile photos of celebrities on Facebook and Instagram. If a match is confirmed and the ad is deemed a scam, it will be automatically removed from the platform. Meta has indicated that initial tests of this system have yielded promising results, and they plan to expand notifications to a broader group of public figures who have been affected by these so-called 'celeb-bait' scams. The problem of celebrity scams has persisted for many years, becoming particularly pronounced in the 2010s. During that time, Martin Lewis even pursued legal action against Facebook, although he ultimately decided to withdraw the case. At that point, Facebook committed to donating £3 million to Citizens Advice to help combat these scams. However, the nature of these scams has evolved, becoming more sophisticated and convincing. Many of them now utilize deepfake technology, which creates hyper-realistic computer-generated images or videos that can make it appear as though a celebrity is endorsing a product or service. This has put additional pressure on Meta to take action against the increasing threat posed by these deceptive ads. Recently, a fake interview featuring a government official was used to trick individuals into revealing their bank details, prompting calls for the UK regulator, Ofcom, to be granted more authority to tackle such scams. Meta has acknowledged the relentless nature of scammers, stating that they continuously adapt their tactics to evade detection. The company hopes that by sharing its approach, it can contribute to strengthening the defenses of the industry against online scams. In addition to combating scams, Meta is also implementing facial recognition technology to assist users who find themselves locked out of their social media accounts. Currently, regaining access to Instagram or Facebook accounts requires users to upload official identification or documents. However, the new system will allow users to use video selfies and facial recognition as a means of verifying their identity and regaining access more swiftly. The material provided by users will be compared against their account's profile image to confirm their identity. Despite the potential benefits, the widespread use of facial recognition technology has sparked controversy. Facebook has faced criticism in the past over privacy, accuracy, and bias concerns related to its use of facial recognition. The company has assured users that video selfies will be encrypted and stored securely, and that they will not be made public. Additionally, any facial data generated during the comparison process will be deleted after the verification is complete. However, this new system will not be available in regions where regulatory approval has not yet been obtained, including the UK and EU.