Meta is bringing facial recognition back to help users re-gain access to locked accounts

Meta is rolling out facial recognition technology on Facebook and Instagram to aid account recovery and combat scam ads that exploit celebrity likenesses. Users can verify their identity by submitting a video of their face, which will be compared to their profile picture. Meta has addressed previous privacy concerns and is not implementing the feature in regions with strict data collection laws. This expansion follows Meta's 2021 decision to shut down its previous facial recognition system due to privacy issues but still views it as a tool for identity verification and fraud prevention. Cybercriminals have been targeting Facebook and Instagram accounts for identity theft and scams. Meta has faced lawsuits over its use of facial recognition, including a $1.4 billion settlement with Texas. The company has consulted with experts and policymakers before resuming testing. The account recovery feature will be available to all users in the coming months, while the celebrity bait ad tests will be expanded to more celebrities.