Last October, Meta launched tests of two facial recognition tools internationally, aiming to deal with celebrity portrait-based scams and help users retrieve stolen Facebook or Instagram accounts. After in-depth communication with UK regulators, Meta recently announced the expansion of the test to the UK, marking further promotion of its facial recognition technology worldwide.
The launch of the facial recognition tool was carried out with the approval of UK regulators. Meta said that with the rapid development of artificial intelligence technology, the UK government's support for its applications is gradually increasing. In other countries where the tool has been released, the "celebrity bait" protection function for public figures will also further expand coverage to better protect the rights and interests of public figures.
In the next few weeks, public figures in the UK will receive notifications within the app that they have the option to turn on Celebrity Bait Protection. In addition, all users will also have the option to use the new "Video Selfie Verification" feature. Meta emphasizes that both tools are optional and users can decide whether to enable them based on their own needs.
Meta has a long history of data usage, and when launching the two facial recognition tools last year, the company made it clear that these features are only used to combat scam ads and user verification. "We will immediately delete any facial data, whether the system finds a match, and it will not be used for other purposes," Monika Bickert, vice president of content policy at Meta, noted in a blog post. The statement aims to remove user concerns about privacy breaches.
At present, Meta is investing in artificial intelligence technology, not only widely applying artificial intelligence in its products, but also developing independent artificial intelligence applications. At the same time, Meta is also strengthening its lobbying efforts in the technology field and putting forward its own views on some artificial intelligence applications that are considered at risk to promote the healthy development of the industry.
Facial recognition technology has always been a difficult problem for Meta. Recently, Meta agreed to pay $1.4 billion to resolve a long-term lawsuit related to facial recognition technology. Back in 2021, Facebook closed its facial recognition photo tool that it had operated for a decade, due to multiple regulatory and legal issues. It is worth mentioning that the company retained part of the DeepFace model at the time, saying it would include it in future technology products, which is likely to be related to current products.
Key points: Meta launches facial recognition anti-fraud tools in the UK, expanding after regulatory approval. Users have the option to use Celebrity Bait Protection and Video Selfie Verification features designed to combat scams. Meta has agreed to pay $1.4 billion to solve legal problems in facial recognition technology, facing regulatory challenges.