Meta is expanding its facial recognition testing, an area that has historically posed challenges for the company. Last October, it introduced two new AI-powered tools internationally: one aimed at preventing scams using the likeness of celebrities and another designed to assist users in recovering compromised Facebook or Instagram accounts. Initially, the U.K. was excluded from the trial, but Meta has now begun rolling out these tools there as well. Additionally, in countries where the features were already available, the company is extending the reach of its “celeb bait” protection to more users.
The decision to introduce facial recognition tools in the U.K. follows discussions with regulators in the country, which has been actively embracing AI advancements in recent months. However, Meta has yet to launch these features in Europe, with no confirmation on when that might happen.
“In the coming weeks, public figures in the U.K. will receive in-app notifications inviting them to opt into the celeb-bait protection powered by facial recognition technology,” Meta stated. The company reiterated that both this tool and the “video selfie verification” feature remain optional for users.
When Meta first introduced these facial recognition tools, it assured users that the technology was strictly limited to its stated purposes: preventing scam ads and verifying accounts. According to Monika Bickert, Meta’s VP of content policy, “We immediately delete any facial data generated from ads after the one-time comparison, regardless of whether our system finds a match, and we don’t use it for any other purpose.” Her blog post, which originally announced the trial, has since been updated to reflect the U.K. expansion.
This development comes as Meta deepens it AI initiatives across its business. Alongside its investment in Large Language Models and AI integration across its platforms, the company is reportedly working on a standalone AI app. It has also been increasing lobbying efforts regarding AI regulation and positioning its own AI technology as safe while warning against riskier applications that could be misused.
Meta’s approach—introducing facial recognition tools to tackle specific, immediate issues within its apps—may help build public trust in the technology. Addressing long-standing problems such as fraudulent ads featuring celebrity likenesses is a practical step in that direction. The company has faced criticism for years over scammers exploiting its ad platform to lure users into fraudulent schemes, such as fake cryptocurrency investments.
Facial recognition remains a contentious topic for Meta. The company recently agreed to pay $1.4 billion to settle a lawsuit in Texas over alleged improper biometric data collection. In 2021, Facebook shut down its long-standing facial recognition feature for photos due to legal and regulatory challenges. Despite this, Meta retained its DeepFace model, hinting that elements of this technology may now be incorporated into its latest tools.
As Meta continues expanding its AI-driven capabilities, the reception to these new facial recognition tools will likely play a significant role in shaping its future developments in the space.
