Meta, the parent company of Facebook and Instagram, is set to implement facial recognition technology to combat scammers who misuse celebrity images in fraudulent ads. Public figures like Elon Musk and personal finance expert Martin Lewis have been frequent targets of these scams, which often promote fake investment schemes and cryptocurrencies. Lewis has previously expressed his frustration over the misuse of his image, sharing how these scams have negatively impacted him. To enhance its current AI-powered ad review system, Meta's new technology will compare images from flagged ads with celebrities' profile photos to automatically detect and remove fraudulent ads.

The problem of celebrity scams has plagued Meta for years, and despite previous efforts—such as adding a button to report scam ads and donating £3 million to Citizens Advice—scammers have become more sophisticated. The rise of deepfake technology has made these scams even more convincing. Meta has acknowledged the growing pressure to tackle this issue, especially following recent incidents like a fake interview with Chancellor Rachel Reeves used in a scam. Meta also plans to use facial recognition to help users regain access to their accounts more easily by verifying their identity through video selfies, though this feature will not be available in the UK or EU until regulatory approval is granted.