Meta expands facial recognition tools to spot celeb scam adverts

'Celeb-baiting' – whereby a celebrity's face is used for scam ads - is increasingly common on social media. — Photo: Zacharie Scheurer/dpa

LONDON: Facial recognition technology used by Meta to spot scam adverts featuring celebrities is to be introduced in the EU and the EU for the first time.

The social media giant, which owns Facebook and Instagram, first began testing the technology in other parts of the world late last year, but confirmed that after working with regulators it was now expanding its use.