Meta Korea said on the 30th that it will introduce facial recognition technology to effectively detect and block impersonation accounts and ads involving domestic celebrities on Facebook.
The facial recognition technology is a safeguard to strengthen Meta's ability to respond to impersonation of public figures and celebrities, and it conducted initial tests last year on some celebrities in the United States and elsewhere. During the testing, the scale of detection and blocking of celebrity impersonation more than doubled. The company said about 500,000 public figures worldwide are currently protected from portrait rights violations through this technology.
Impersonation ads on Facebook are first detected by Meta's automated system. If an ad image is deemed suspicious, facial recognition technology is used to compare the face in the ad with the actual celebrity's profile photos on Facebook and Instagram.
If the process determines it is impersonation, the ad is blocked immediately.
Meta provides related information through in-app notifications and allows users to choose whether to consent. Users can withdraw consent at any time and disable the feature. Meta plans to expand the technology to Instagram in the future.
A Meta official said, "Facial recognition technology is an important safety mechanism introduced after rigorous reviews of privacy and risk," and added, "Meta will continue to work with domestic regulators and experts to keep all users and accounts safe."