Elon Musk selling online loans or Lady Gaga with a guaranteed recipe for weight loss. Meta will deploy technology to prevent similar fraudulent deepfake posts from appearing on social networks Facebook and Instagram.
You open Instagram and in one of the posts you will see Elon Musk offering you guaranteed investment tips for trading virtual currency. Or Lady Gaga with a guaranteed weight loss recipe that you can get after activating an online subscription. Dozens of similar cases appeared on social networks. The Internet is driven by artificial intelligence and deepfake videos, in which fraudsters abuse the face and voice of a well-known person to achieve their goal, which is to deceive the victim. This could be prevented by the new facial recognition technology that Meta is gradually introducing on its social networks Facebook and Instagram.
The new technology is supposed to help the company fight against the growing number of fake advertisements that abuse the likenesses of famous personalities. This type of scam, often called “celeb-bait” advertising, uses photos of celebrities to appear credible and lure people into investment scams or other financial tricks.
Facial recognition will also help with routine identity verification
Meta will now compare images in suspicious ads with official profile photos of celebrities on Facebook and Instagram. If the system detects that it is a fraudulent use, the ad will be automatically blocked. Initial testing of the technology has yielded promising results, and Meta plans to expand its use to a larger number of users, with users receiving notifications directly within the app. In addition, the technology can also help people who have lost access to their accounts – instead of sending identification documents, they can upload a short video selfie, which will be verified using the same facial recognition system.
The initiative comes at a time when Meta faces constant pressure to protect personal data. Although the company discontinued its face-tagging service a few years ago due to privacy concerns, it is now looking to implement technologies with a higher emphasis on security. However, this technology will not yet be available in areas with stricter data protection regulations, such as the EU and the UK.
Source: vat.pravda.sk
