Meta Expands Anti-Scam Facial Recognition to UK & Europe
Meta Expands Facial Recognition Testing to the UK and EU
Last October, Meta initiated testing of two novel facial recognition tools internationally. These tools were designed to combat scams utilizing celebrity likenesses and to aid users in regaining access to compromised Facebook or Instagram accounts. Now, this testing phase is being broadened to include the United Kingdom.
Initial Rollout and Expansion
Initially, the facial recognition test was not available in the UK. However, Meta began deploying both tools there on Wednesday. Furthermore, in countries where these tools have already been launched, the scope of the “celeb bait” protection is being extended to a larger user base, according to the company.
The rollout will also encompass the entirety of the European Union.
Regulatory Approval in the UK
Meta confirmed that it received authorization in the UK “following engagement with regulators” within the country. The UK has increasingly focused on the adoption of Artificial Intelligence technologies.
Optional Tools for Users
“In the coming weeks, prominent public figures in the UK will receive notifications within the app, informing them of their ability to opt-in to the celebrity protection feature utilizing facial recognition technology,” Meta stated. Both this feature and the new “video selfie verification” option, available to all users, will remain entirely optional.
Data Usage and Algorithm Training
Meta has a substantial history of leveraging user data to refine its algorithms. However, when the initial facial recognition tests were introduced in October 2024, the company emphasized that the features were solely intended for the stated purposes: mitigating fraudulent advertisements and verifying user identities.
“Any facial data generated from advertisements for this one-time comparison is immediately deleted, irrespective of whether a match is found, and it is not utilized for any other purpose,” explained Monika Bickert, Meta’s VP of content policy, in a published blog post.
Meta’s Investment in AI
These developments coincide with Meta’s significant investment in Artificial Intelligence. Beyond the development of large language models and the integration of AI across its existing products, Meta is reportedly developing a dedicated, stand-alone AI application.
The company has also intensified its lobbying efforts concerning the technology and has offered its perspective on potentially hazardous AI applications – specifically those susceptible to weaponization, implicitly suggesting that Meta’s own developments pose no such risk.
A Strategic Approach to Facial Recognition
Considering Meta’s past performance, a strategy of developing tools that address immediate issues within its applications appears to be the most effective method for gaining acceptance of new facial-recognition features – an area where the company has faced challenges.
This test aligns with that strategy. As previously reported, Meta has been repeatedly accused of inadequately preventing scammers from exploiting the likenesses of well-known individuals to create fraudulent advertising schemes, such as deceptive cryptocurrency investments.
Past Challenges with Facial Recognition
Facial recognition has consistently presented difficulties for Meta. Most recently, in 2024, the company agreed to a $1.4 billion settlement to resolve a long-standing lawsuit alleging improper collection of biometric data related to its facial-recognition technology.
Prior to this, Facebook discontinued its decade-old facial-recognition tool for photos in 2021, following numerous regulatory and legal challenges across various jurisdictions.
Notably, the company chose to retain the underlying technology – the DeepFace model – at that time, stating its intention to integrate it into future technologies. This retained model may be integral to the current product development.
Update
This article has been updated to reflect the expansion of the test to include the European Union.
