Meta Expands Facial Recognition Test to the UK
Meta Dips Its Toe into Facial Recognition Again
Last October, Meta tested two new facial recognition tools: one to stop scams based on likenesses of famous people, and a second facial recognition feature to help people get back into compromised Facebook or Instagram accounts. That test is now expanding to another notable country.
UK Joins the Test
After initially keeping its facial recognition test off in the UK, Meta began rolling out both tools in the country. In other countries where the tools have already launched, the "celeb bait" protection is being extended to more people, the company said.
Regulatory Approval
Meta got the green light in the UK after "engaging with regulators" in the country, which itself has doubled down on embracing AI. There is no word yet on Europe, the other key region where Meta has yet to launch the facial recognition tool test.
How It Works
"In the coming weeks, public figures in the UK will start seeing in-app notifications letting them know they can now opt-in to receive the celeb-bait protection with facial recognition technology," a statement from the company said. Both this and the new "video selfie verification" that all users will be able to use will be optional tools, Meta said.
Data Collection and Usage
Meta has a long history of tapping user data to train its algorithms, but when it first rolled out the two new facial recognition tests in October, the company said the features were not being used for anything other than the purposes described: fighting scam ads and user verification. "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.
Meta’s AI Efforts
The developments come at a time when Meta is going all-in on AI in its business. In addition to building its own Large Language Models and using AI across its products, Meta is also reportedly working on a standalone AI app. It has also stepped up lobbying efforts around the technology, and given its two cents on what it deems to be risky AI applications – such as those that can be weaponized (the implication being that what Meta builds is not risky, never!).
A Thorny History
Facial recognition has been one of the thornier areas for Meta over the years that it has worked with AI technology. 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. Before that, Facebook in 2021 shut down its decade-old facial recognition tool for photos, a feature that had faced multiple regulatory and legal problems across many jurisdictions. But interestingly, at the time, it confirmed that it would retain one part of the technology: its DeepFace model, which the company said it would incorporate into future technology. That could well be part of what is being built on with today’s products.
Conclusion
Meta’s expansion of its facial recognition test to the UK is a step towards addressing issues with scam ads and user verification. By offering optional tools and being transparent about data collection and usage, Meta may be able to gain acceptance for its new facial recognition features.
FAQs
Q: What are the two new facial recognition tools being tested?
A: One tool is to stop scams based on likenesses of famous people, and the second is a facial recognition feature to help people get back into compromised Facebook or Instagram accounts.
Q: Is the facial recognition technology mandatory?
A: No, both tools are optional, and users can choose to opt-in.
Q: How does Meta handle user data generated from the facial recognition technology?
A: Meta immediately deletes any facial data generated from ads for this one-time comparison regardless of whether its system finds a match, and it does not use it for any other purpose.
Q: What is Meta’s stance on AI?
A: Meta is going all-in on AI in its business, building its own Large Language Models and using AI across its products. It is also working on a standalone AI app and has stepped up lobbying efforts around the technology.
