Meta will start using facial recognition technology to identify accounts that impersonate famous public figures. The feature will first be implemented on Facebook in the European Union, the United Kingdom, and South Korea, and will be added to Instagram within a few months, The Verge reports.
The company introduced facial recognition technology back in October 2024, using it to recover accounts and combat fraudulent advertising featuring famous people. With the September update, this protection was also extended to South Korea.
Meta notes that since the start of using the new technology, the number of reports of fraudulent advertising using celebrities has decreased by 22% in the first half of 2025. Currently, about 500 thousand public figures are already protected.
By implementing protection against such advertising, Meta is sending notifications to famous individuals that they can now sign up to receive protection against illegitimate advertising using their faces.
Recall that Meta previously added a monthly subscription that allows users in the UK to completely remove ads from their Instagram and Facebook feeds.