Facebook and Instagram are testing new facial recognition tools that could help users quickly restore compromised accounts and combat fake celebrity-endorsed scams. Meta announced its plan to roll out experimental features that can scan a user’s face to verify their identity by comparing it against profile pictures on Facebook and Instagram.

Celebrities including Elon Musk and Martin Lewis repeatedly feature in ads for products they have not endorsed.

Most of the ‘celeb-bait’ scams are executed through Facebook and Instagram ads. So, how is Meta helping to stay safe from these scams? Meta is testing facial recognition technology in its ad review system.

Meta is expanding tests of facial recognition as an anti-scam measure to combat celebrity scam ads and more broadly, the Facebook owner announced Monday.

Three years after Meta shut down facial recognition software on Facebook amid a groundswell of privacy and regulator pushback, the social media giant said on Tuesday it is testing the service again as part of a crackdown on "celeb bait" scams.

Facebook parent company Meta Platforms Inc. will start using facial recognition technology to crack down on scams that use pictures of celebrities to look more legitimate, a strategy referred to as “celeb-bait ads.

The Facebook parent company will start using the tech to crack down on scams that use pictures of celebrities to look more legitimate as well as to better assist users who get locked out of their accounts.

Meta said Monday that it's testing out new facial recognition tools designed to protect users from celebrity-themed scams, as well as make it faster and easier for all users to recover access if they get locked out of their accounts.

The goal is to help Facebook and Instagram crack down on so-called 'celeb-bait ads,' but facial-recognition tech will also be available for those looking to recover lost accounts.

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