Goal uses celebrity facial recognition to detect false ads

Meta has already tried the tool in other countries, where he plans to expand the application to include more celebrities.

According to David Agranovich, director of target cyber threats, personalities in the United Kingdom and the EU will begin to receive notifications in the coming weeks that will allow them to opt for the “Celeb-BAIT” protection tool with facial recognition technology.

“We believe that this tool will help us identify the incorrect use of images of public figures,” even if the announcement uses generative artificial intelligence, Agranovich told reporters.

The false ads that have manipulated images of celebrities are common on social networks, often to attract users to share personal information or send money.

When the personality enables the new goal function, the tool will scan its profile photo and compare it with faces that appear in false suspects, which will be automatically blocked if its improper use is confirmed.

Meta also announced that he will integrate facial recognition in his accounts recovery tools for all users.

Those who choose to use it can verify their identity recording a brief video if their account is blocked.

The company said the facial data will only be used for this verification process and will be removed immediately later.

Goal ensures that technology complies with European data protection regulations.

The computer giant previously interrupted facial recognition on its platforms in 2021 due to privacy concerns, but announced in October 2024 that it would restore technology to combat deceptive ads.