Meta currently uses an ad review system with AI to detect fake celebrity endorsements in ads. It now plans to boost its measures with the new tech.

Meta, the parent company of Facebook and Instagram, is testing facial recognition software to combat “celeb bait” scams on its platforms as well as to allow users to more easily regain access to their accounts.

The social media company has been under pressure to cut out celeb-bait scams, with the rise of generative AI allowing scammers easier access to unique imagery.

The move comes about three after the company said it was shutting down the Face Recognition system on Facebook. Meta had said that there were many concerns about the place of facial recognition technology in society,

Meta is bringing back facial recognition technology, this time as a way to crack down on celebrity scam ads on Facebook and Instagram.