What You Need to Know

Meta has recently reintroduced facial recognition technology, but this time it’s for a limited set of applications, specifically focusing on tackling scams and improving security. After significant backlash in 2021, Meta removed facial recognition due to concerns about user privacy. Now back with a more redefined and controlled approach, Meta aims to provide users with a more secure environment, while giving them the choice to opt out if they want. Here’s a straightforward look at what this means, why it’s happening, and how you can control your privacy settings on Meta platforms.

Background on Meta’s Facial Recognition

Brief History

Meta first introduced facial recognition years ago, aiming to streamline user interactions by identifying people in photos. However, growing privacy concerns and regulatory issues, particularly around data usage, led to the decision to pause its facial recognition features in 2021. At that time, Meta faced criticism about how the technology was being used and whether users had enough control over their data.

Why is Meta bringing back facial recognition?

In a blog post published on Monday, October 21, Meta announced it would bring back facial recognition technology with a limited focus on protecting users from scams and fake accounts. Meta has stated that the reintroduction is intended to help prevent impersonation and block scam advertisements by verifying account authenticity.

Meta announced the trial will involve around 50,000 public figures, and it will automatically compare their Facebook profile photos with images used in suspected scam ads. If a match is detected and the ad is deemed fraudulent, Meta will block it. Celebrities will be notified of their enrollment in the trial and have the option to opt out if they choose not to participate.

Meta plans to launch this trial globally in December, though it will exclude certain regions – such as Britain and the European Union, where regulatory clearance is not yet in place.

How Meta’s Facial Recognition Works in 2024

Functionality and Limitations

Under the current setup, Meta’s facial recognition system will work solely for scam and impersonation prevention. It’s specifically limited to verifying profile images to confirm the identity of account owners, helping to prevent impersonation and blocking accounts used in fraudulent activities. Unlike previous versions, this facial recognition feature is not set by default and provides users with the ability to opt out.

Some people have been asking “Will facial recognition be used for advertising or other purposes?”

The answer is no, Meta has specified that facial recognition will be strictly limited to scam and impersonation prevention.

Privacy Measures and User Control

Meta has outlined various privacy safeguards to accompany this reintroduction. Stating “We know security matters, and that includes being able to control your social media accounts and protect yourself from scams”. The opt-out option provides users with control over whether their data is used in facial recognition. This addition comes in response to previous criticisms that users had limited say in how facial data was being applied, with the goal of offering a clearer path for users to maintain their preferred level of privacy.

Public Concerns

Many users and privacy advocates have expressed concerns about facial recognition technology, particularly around its potential misuse and data protection risks. Meta’s previous implementation faced backlash over insufficient user control, and some are wary about its return, even in a limited form. By making the technology opt-out and restricting its application, Meta aims to address these concerns, although some users remain cautious.

How can I opt out of facial recognition on Meta?

At present the trial is limited by territory [it’s not available in Britain] and to a group of around 50,000 celebrities.  So unless you are one of these 50,000 you do not currently need to worry. If you are indeed one of the 50,000 in the trial, Meta has said it will be providing instructions on how to opt out. Allowing you to maintain control over your data.

Benefits and Risks of Enabling Facial Recognition

The new system is designed to add a layer of protection, particularly by verifying identities and detecting scams. However, users who prefer greater privacy control may feel that disabling facial recognition is the right choice. Ultimately, it’s up to each user to decide the balance between security benefits and privacy concerns.

Meta’s decision to reintroduce facial recognition with a limited and opt-out-based approach seems to reflect a shift in how it addresses security and privacy concerns. While the technology is focused on blocking scams and protecting you from impersonation, Meta provides an option to opt out, giving you control over your data.

Although unlikely to impact any of us soon, it’s crucial to stay informed about these updates and understand how to adjust your settings to align with your preferences. Meta’s reintroduction of facial recognition marks an attempt to create a safer environment for us all, but ultimately, each of us has the choice to participate or opt out.

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