Meta is expanding its facial recognition test to the UK after gaining regulatory approval. The company first introduced the technology in October 2024, testing two tools designed to combat fraud: one to prevent scams using the likeness of famous individuals and another to help users regain access to compromised Facebook or Instagram accounts. Initially unavailable in the UK, these tools are now rolling out in the country.
In regions where the tools are already active, Meta is extending its “celeb bait” protection to more users. The company confirmed it received approval in the UK after discussions with regulators, though there is no update yet on a European launch.
In the coming weeks, UK public figures will receive in-app notifications about the optional celeb-bait protection using facial recognition technology. Additionally, Meta’s “video selfie verification” for user authentication will also be available as an optional feature.
Meta insists the facial recognition data is solely used for fraud prevention and user verification. According to Monika Bickert, Meta’s VP of content policy, the company immediately deletes any facial data from scam-related ads after a one-time comparison.
The launch comes as Meta intensifies its focus on AI, from large language models to AI-powered apps. The company has also increased lobbying efforts and weighed in on AI risks, though it positions its own technology as safe.
Meta has faced past controversies over facial recognition, including a $1.4 billion settlement in 2024 over biometric data collection concerns. In 2021, Facebook shut down its long-running facial recognition tool but retained its DeepFace model for future applications. The latest test suggests Meta is cautiously reintroducing facial recognition to address pressing fraud concerns while navigating regulatory challenges.
