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Meta brings its anti-scam facial recognition test to the UK and Europe
Last October, Meta dipped its toe into the world of facial recognition — an area where it has had a tricky track record — with an international test of
“We immediately delete any facial data generated from ads for this one-time comparison regardless of whether our system finds a match, and we don’t use it for any other purpose,” wrote Monika Bickert, Meta’s VP of content policy in a blog post(which is now updated with the detail about the U.K. expansion). And this test fit that bill: as we’ve said before, Meta has been accused for many years of failing to stop scammers misappropriating famous people’s faces in a bid to use its ad platform to spin up scams like dubious crypto investments to unsuspecting users. Most recently, the company in 2024 agreed to pay $1.4 billion to settle a long-running lawsuit in Texas, where it was being sued over inappropriate biometric data collection related to its facial recognition technology.
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