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Meta, the parent company of Instagram and Facebook, is launching a facial recognition tool to detect scam adverts featuring images of celebrities in Britain, the European Union and South Korea.
Meta has already tested the tool in other countries, where it plans to expand the feature to cover more celebrities.
David Agranovich, Meta’s cyber threats director, said public figures in Britain and the EU will start receiving notifications in coming weeks allowing them to opt-in to receive the “celeb-bait” protection tool with facial recognition technology.
