Meta is introducing a new service in the EU to protect public figures from fake advertisements that misuse their images. This service utilizes facial recognition technology to detect and prevent such scams on Facebook and Instagram.
Several Irish politicians, including Taoiseach Micheál Martin and Minister Jack Chambers, have been victims of these scams. The initiative follows a 2022 case where broadcaster Miriam O'Callaghan received an apology from Facebook after a High Court action concerning defamatory ads using her image.
Meta's public policy manager, Stephanie Anderson, explained that the technology is already operational in other countries and aims to combat 'celeb-bait' scams. Public figures will soon receive in-app notifications to opt into the service. While the technology is being rolled out, Meta notes that the EU's regulatory system is slowing down innovation.
Meta did not disclose how many individuals have opted in. The 2022 settlement with Ms. O'Callaghan also involved the creation of an additional scam ad reporting tool for Irish users.