Meta has launched its anti-fraud facial recognition tools in the UK, expanding efforts to combat scam ads using celebrity images and improve account security.
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| Meta’s new facial recognition tools, designed to prevent scams and enhance security, are now available in the UK after discussions with regulators. Image: ChicHue |
London, UK — March 5, 2025:
Meta has expanded its facial recognition test to the UK, rolling out tools designed to prevent scam ads featuring celebrity images and improve account security on Facebook and Instagram.
Initially launched in select countries in October 2024, the tools were not available in the UK until now. Meta confirmed the expansion on Wednesday, stating that it received approval after engaging with UK regulators. However, there is still no timeline for when the tools might be introduced in the European Union.
The technology includes two optional features. Public figures can now opt into a “celeb bait” protection system, which detects and removes scam ads misusing their images. Additionally, all users will have access to video selfie verification, designed to help recover compromised accounts.
Meta has long faced criticism for failing to prevent fraudulent ads that exploit celebrities' likenesses, particularly for cryptocurrency scams. By implementing these tools, the company aims to strengthen security and combat financial fraud on its platforms.
Addressing privacy concerns, Meta emphasized that the collected facial data is only used for fraud prevention and identity verification. "We immediately delete any facial data generated from ads for this one-time comparison, regardless of whether our system finds a match," said Monika Bickert, Meta’s VP of content policy.
The launch comes as Meta intensifies its focus on artificial intelligence. Beyond integrating AI into its products, the company is reportedly developing a standalone AI app and increasing lobbying efforts on AI regulation.
With the UK’s increasing adoption of AI-driven security measures, Meta sees this rollout as a key step toward broader acceptance of facial recognition technology. However, concerns over privacy and data usage may influence how widely the tools are adopted in the long run.