UK: You can now recover Meta accounts using facial recognition
What's the story
Tech giant Meta is expanding its facial recognition test to the UK.
The expansion comes with two tools: one to prevent scams using images of celebrities and another to help users recover their compromised Facebook or Instagram accounts.
The US-based company has received approval from UK regulators to go ahead with it.
User choice
Tools to be optional for UK users
Meta has said that public figures in the UK will soon get in-app notifications about the new "celeb bait" protection feature. This will enable them to opt-in for facial recognition technology.
The company also reiterated that both this feature and a new "video selfie verification" tool, accessible to all users, are optional.
The move follows engagement with regulators in the country who are increasingly embracing AI technologies.
Privacy assurance
Commitment to user privacy and data handling
When Meta first introduced these facial recognition tests in October 2024, it had assured users that the features would only be used for their stated purposes: combating scam ads and verifying users.
Monika Bickert, Meta's VP of content policy, confirmed this in a blog post stating, "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."
AI focus
AI ambitions and facial recognition challenges
The expansion of facial recognition tests comes as Meta doubles down on artificial intelligence (AI).
The company is not just building its own Large Language Models but also leveraging AI across its products.
Reports indicate Meta is working on a standalone AI app while promoting responsible use of technology.
Meanwhile, the company's journey with facial recognition has been marred by challenges, including a $1.4 billion settlement in Texas over biometric data collection issues with this technology.