HomeMeta Expands Anti-Scam Facial Recognition Test to UK, Europe
Last October, Meta took a tentative step into the realm of facial recognition by testing two new tools internationally. One tool aims to curb scams that use images of celebrities, while the other helps users regain access to compromised Facebook or Instagram accounts. Now, Meta is broadening this experiment to include another significant country.
Initially, Meta had excluded the United Kingdom from its facial recognition test, but as of Wednesday, it started rolling out both tools there as well. In countries where these tools are already in use, Meta is expanding the "celeb bait" protection to more users, and the company plans to extend the test across the European Union.
Meta received approval to launch in the U.K. after discussions with local regulators, who have been increasingly supportive of AI technologies.
"Over the coming weeks, public figures in the U.K. will begin receiving in-app notifications informing them that they can opt into the celeb-bait protection using facial recognition technology," Meta stated. Both this feature and the new "video selfie verification" for all users are optional, according to Meta.
While Meta has a history of using user data to enhance its algorithms, when it introduced these facial recognition tests in October 2024, the company emphasized that the features were solely for fighting scam ads and user verification.
"We immediately delete any facial data generated from ads after a one-time comparison, whether or not our system finds a match, and we don't use it for any other purpose," explained Monika Bickert, Meta's VP of content policy, in a blog post.
This move comes as Meta is heavily investing in AI technologies. Alongside developing large language models and integrating AI into its products, Meta is also reportedly working on a standalone AI app. The company has increased its lobbying efforts around AI and has shared its views on potentially dangerous AI applications—those that could be weaponized—while suggesting that its own AI developments are not risky.
Given Meta's past challenges, focusing on tools that address immediate issues within its apps could be a smart way to gain acceptance for new facial recognition features, an area where Meta has faced difficulties.
This test aligns with that strategy: Meta has long been criticized for not doing enough to prevent scammers from using celebrities' images to promote fraudulent schemes, like questionable crypto investments.
Facial recognition has been a contentious issue for Meta. In 2024, the company settled a lawsuit for $1.4 billion over allegations of improper biometric data collection related to its facial recognition technology.
Before that, in 2021, Facebook discontinued its facial recognition tool for photos, which had encountered numerous regulatory and legal hurdles in various regions. However, the company decided to keep the DeepFace model, hinting at its potential use in future technologies, which might be part of the current offerings.
*Updated to note that the test will also run in the EU.*
Related article
Meta's Muse outpaces ChatGPT in early mobile launch
New data suggests Meta’s latest AI app, Muse, could become the social giant’s next major success. According to recent estimates from Appfigures, Muse has been downloaded on mobile devices more times in its first twelve days than ChatGPT did in the tw
Meta’s Muse arrives on Mac, enabling AI to perform actions on your computer
Meta’s latest AI assistant, Muse, is now live on Mac.On macOS, Muse integrates with your files, messages, calendar, notes, and mail, operating directly within their native apps.This desktop release follows Muse’s mobile and web debut earlier this mon
Zuckerberg expands Meta’s enterprise AI vision beyond agents
In June, Meta launched a new AI agent for enterprises, designed to assist with customer service, support, and daily operations. However, CEO Mark Zuckerberg revealed to investors on Wednesday’s second-quarter earnings call that the company’s enterpri
Related Special Topic Recommendations
Design & Art
Top AI Illustration Tools: Create Editorial Scenes and Cover Art Faster
2026 Latest Top-rated AI Illustration Tools: Our curated list features the best powerfully designed tools for creating stunning editorial scenes and eye-catching cover art quickly. Each option has gone through rigorous real-world tests, offering a free vs paid comparison to help you find the perfect match for your workflow. Try these must-try solutions today to unlock your AI edge and boost your creative productivity. Explore now at XIX.AI.
10 tools
xix.ai
Education and Learning
Top AI Tutors for Exam Prep: Practice Math, Science, and English
2026 Latest Top-Rated Best AI Tutors for Exam Prep are here on XIX.AI! Our curated list features powerful game-changing tools that offer free vs paid comparison, real-world tests, and weekly updated rankings. They help boost your writing efficiency, simplify complex topic learning, and unlock your academic potential. Explore now to Discover your perfect exam prep tool and Start creating today to Unlock your AI edge!
10 tools
xix.ai
Finance
AI Budget Planning Tools for Personal Money Management
2026 Latest Best Top-Rated AI Budget Planning Tools for Personal Money Management are here on XIX.AI! This curated collection features powerful, game-changing solutions that help you conduct real-world tests, understand spending habits, and create personalized plans to boost productivity. Enjoy a free vs paid comparison along with detailed rankings. Must-try tools designed to simplify money management and unlock your AI edge. Explore now!
11 tools
xix.ai
Health & Wellness
AI Sleep Tracking Assistants: Improve Recovery with Better Bedtime Habits
2026 Latest Best Top-Rated AI Sleep Tracking Assistants curated for ultimate recovery. This fully updated weekly guide features powerful tools that deliver real-world tests, free vs paid comparison, and detailed rankings to help you find the must-try solution that boosts sleep quality and supports better bedtime habits. Explore now at XIX.AI to Unlock your AI edge.
10 tools
xix.ai
Data Analysis
AI SQL Copilots for Product and Revenue Analytics
2026 Latest Best Top-Rated AI SQL Copilots for Product and Revenue Analytics! XIX.AI has curated a powerful, game-changing collection of must-try tools that undergo real-world tests through weekly updated rankings. These tools help users boost productivity significantly by accelerating data analysis, streamlining complex queries, and generating accurate insights to drive smarter business decisions. Explore now to Discover your perfect tool for unlocking your AI edge!
14 tools
xix.ai
Education and Learning
Best AI Homework Helpers That Teach: Learn Concepts, Not Just Answers
2026 Latest Best Top-Rated AI Homework Helpers That Teach Core Concepts Not Just Answers Powerful Tools for Students Must-Try Curated List Weekly Updated Free vs Paid Comparison Real-World Tests Accurate Rankings to Help You Unlock Your Full Learning Potential Explore now to Discover your perfect tool for smarter studying.
10 tools
xix.ai
Comments (48)
0/500
![ChristopherAllen]()
¿Cómo garantizarán la privacidad con este reconocimiento facial? Me preocupa que nuestros datos biométricos terminen en manos equivocadas 🤔 Además, ¿qué pasa con los falsos positivos? La tecnología es útil, pero necesita más transparencia.
![BruceAllen]()
Meta這面部辨識測試擴展到歐洲，真的能有效防範名人照片詐騙嗎？🤔 我上次在IG上就看到好幾個假帳號在用明星照片，希望這功能真的有用，不過也讓人擔心隱私問題啊...
![DonaldJackson]()
Fascinating move by Meta! Using facial recognition to fight scams sounds promising, but I wonder how they’ll balance privacy concerns. Excited to see if this actually cuts down on those annoying celeb scams! 😎
![HaroldMoore]()
メタの顔認識テストは詐欺対策に一歩前進ですが、プライバシーの問題がまだ心配です。UKとヨーロッパに拡大するのは良いですね！データを安全に保って、ビッグブラザーにならないでほしいです👀
![ScottJackson]()
Meta의 사기 방지 얼굴 인식은 멋지지만, 조금 섬뜩하기도 하죠? UK와 유럽으로 확대하는 건 좋지만, 내 얼굴이 사기 방지에 사용되는 건 좀 불안해요. 효과는 있지만, 너무 빅 브라더 같아서 신경 쓰여요. 🤔
![PaulBrown]()
Metaの詐欺対策顔認識はクールだけど、ちょっと気持ち悪いよね？UKやヨーロッパに拡大するのはいいけど、自分の顔が詐欺対策に使われるのはどうなんだろう。効果はあるけど、ちょっとビッグブラザーっぽくて気になる。🤔
Meta's Muse outpaces ChatGPT in early mobile launch
New data suggests Meta’s latest AI app, Muse, could become the social giant’s next major success. According to recent estimates from Appfigures, Muse has been downloaded on mobile devices more times in its first twelve days than ChatGPT did in the tw
Meta’s Muse arrives on Mac, enabling AI to perform actions on your computer
Meta’s latest AI assistant, Muse, is now live on Mac.On macOS, Muse integrates with your files, messages, calendar, notes, and mail, operating directly within their native apps.This desktop release follows Muse’s mobile and web debut earlier this mon
Zuckerberg expands Meta’s enterprise AI vision beyond agents
In June, Meta launched a new AI agent for enterprises, designed to assist with customer service, support, and daily operations. However, CEO Mark Zuckerberg revealed to investors on Wednesday’s second-quarter earnings call that the company’s enterpri
2026 Latest Top-rated AI Illustration Tools: Our curated list features the best powerfully designed tools for creating stunning editorial scenes and eye-catching cover art quickly. Each option has gone through rigorous real-world tests, offering a free vs paid comparison to help you find the perfect match for your workflow. Try these must-try solutions today to unlock your AI edge and boost your creative productivity. Explore now at XIX.AI.
10 tools
xix.ai
2026 Latest Top-Rated Best AI Tutors for Exam Prep are here on XIX.AI! Our curated list features powerful game-changing tools that offer free vs paid comparison, real-world tests, and weekly updated rankings. They help boost your writing efficiency, simplify complex topic learning, and unlock your academic potential. Explore now to Discover your perfect exam prep tool and Start creating today to Unlock your AI edge!
10 tools
xix.ai
2026 Latest Best Top-Rated AI Budget Planning Tools for Personal Money Management are here on XIX.AI! This curated collection features powerful, game-changing solutions that help you conduct real-world tests, understand spending habits, and create personalized plans to boost productivity. Enjoy a free vs paid comparison along with detailed rankings. Must-try tools designed to simplify money management and unlock your AI edge. Explore now!
11 tools
xix.ai
2026 Latest Best Top-Rated AI Sleep Tracking Assistants curated for ultimate recovery. This fully updated weekly guide features powerful tools that deliver real-world tests, free vs paid comparison, and detailed rankings to help you find the must-try solution that boosts sleep quality and supports better bedtime habits. Explore now at XIX.AI to Unlock your AI edge.
10 tools
xix.ai
2026 Latest Best Top-Rated AI SQL Copilots for Product and Revenue Analytics! XIX.AI has curated a powerful, game-changing collection of must-try tools that undergo real-world tests through weekly updated rankings. These tools help users boost productivity significantly by accelerating data analysis, streamlining complex queries, and generating accurate insights to drive smarter business decisions. Explore now to Discover your perfect tool for unlocking your AI edge!
14 tools
xix.ai
2026 Latest Best Top-Rated AI Homework Helpers That Teach Core Concepts Not Just Answers Powerful Tools for Students Must-Try Curated List Weekly Updated Free vs Paid Comparison Real-World Tests Accurate Rankings to Help You Unlock Your Full Learning Potential Explore now to Discover your perfect tool for smarter studying.
10 tools
xix.ai
¿Cómo garantizarán la privacidad con este reconocimiento facial? Me preocupa que nuestros datos biométricos terminen en manos equivocadas 🤔 Además, ¿qué pasa con los falsos positivos? La tecnología es útil, pero necesita más transparencia.
Meta這面部辨識測試擴展到歐洲，真的能有效防範名人照片詐騙嗎？🤔 我上次在IG上就看到好幾個假帳號在用明星照片，希望這功能真的有用，不過也讓人擔心隱私問題啊...
Fascinating move by Meta! Using facial recognition to fight scams sounds promising, but I wonder how they’ll balance privacy concerns. Excited to see if this actually cuts down on those annoying celeb scams! 😎
メタの顔認識テストは詐欺対策に一歩前進ですが、プライバシーの問題がまだ心配です。UKとヨーロッパに拡大するのは良いですね！データを安全に保って、ビッグブラザーにならないでほしいです👀
Meta의 사기 방지 얼굴 인식은 멋지지만, 조금 섬뜩하기도 하죠? UK와 유럽으로 확대하는 건 좋지만, 내 얼굴이 사기 방지에 사용되는 건 좀 불안해요. 효과는 있지만, 너무 빅 브라더 같아서 신경 쓰여요. 🤔
Metaの詐欺対策顔認識はクールだけど、ちょっと気持ち悪いよね？UKやヨーロッパに拡大するのはいいけど、自分の顔が詐欺対策に使われるのはどうなんだろう。効果はあるけど、ちょっとビッグブラザーっぽくて気になる。🤔
