Meta says it will enroll about 50,000 public figures in facial recognition trial
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.
The celebrities will be notified of their enrollment and can opt out if they do not want to participate, the company said. Monika Bickert, Meta’s vice president of content policy, said in a briefing with journalists that the company was targeting public figures whose likenesses it had identified as having been used in scam ads.
The test shows a company trying to thread the needle of using potentially invasive technology to address regulator concerns about rising numbers of scams while minimizing complaints about its handling of user data, which have followed social media companies for years. When Meta shuttered its facial recognition system in 2021, deleting the face scan data of one billion users, it cited “growing societal concerns.
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