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Meta brings facial recognition tools to spot celeb scam adverts to the UK

The social media giant first began rolling out the tools in October last year.



Meta is introducing facial recognition tools in the UK and EU to detect and block scam ads featuring celebrities by comparing faces in ads against official profiles. The technology will also help users regain access to locked or compromised accounts. This initiative addresses concerns over "celeb-bait" ads and aims to reduce the prevalence of online scams.

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