Meta is testing facial-recognition technology for two limited safety jobs: identifying public figures whose likeness appears in suspected scam advertisements, and helping some people recover compromised Facebook or Instagram accounts with an optional video selfie. Announced on October 21, 2024, the system is not a universal deepfake detector, a public upload-and-check tool, or a guarantee that every locked account can be restored.
What Meta actually announced
Meta described a test rather than a global consumer product. The related facial-recognition systems address different users and risks:
- Ad and impersonation enforcement: Meta may compare a face in a suspicious advertisement with profile photographs from a public figure’s Facebook and Instagram accounts.
- Account recovery: Some people trying to regain a compromised account may be offered an optional video-selfie check that is compared with photographs on that account.
Meta’s announcement and subsequent rollout details are published at Meta’s official update.
What is a “celeb-bait” scam?
A celeb-bait scam borrows the image or likeness of a celebrity, creator, politician, executive or other public figure to make a fraudulent advertisement look trustworthy. The ad might promise an investment, cryptocurrency deal, giveaway, shopping discount or endorsement, then send people to a site designed to collect money, passwords, payment details or personal information.
#1 Best Overall
- 𝐔𝐥𝐭𝐫𝐚 𝐇𝐃 𝟒𝐊 𝐂𝐥𝐚𝐫𝐢𝐭𝐲: Features true 4K UHD resolution to capture every detail around your home. It can even recognize license plates up to 33 ft (10m) away.
- 𝐀𝐈 𝐌𝐨𝐭𝐢𝐨𝐧 𝐃𝐞𝐭𝐞𝐜𝐭𝐢𝐨𝐧 𝐚𝐧𝐝 𝐒𝐦𝐚𝐫𝐭 𝐓𝐫𝐚𝐜𝐤𝐢𝐧𝐠: Built-in AI instantly detects and automatically tracks people, vehicles, or important events within view, minimizing false alarms and keeping your property secure.
- 𝟑𝟔𝟎° 𝐏𝐫𝐨𝐭𝐞𝐜𝐭𝐢𝐨𝐧 𝐰𝐢𝐭𝐡 𝐍𝐨 𝐁𝐥𝐢𝐧𝐝 𝐒𝐩𝐨𝐭𝐬: Enjoy comprehensive coverage with a wide viewing angle, minimizing blind spots and allowing you to monitor your front porch, yard, or even your driveway.
- 𝐌𝐨𝐭𝐢𝐨𝐧-𝐀𝐜𝐭𝐢𝐯𝐚𝐭𝐞𝐝 𝐒𝐢𝐫𝐞𝐧: Protect your home with a powerful, motion-activated strobe light that scares off unwanted visitors and gives you instant notifications about suspicious activity.
- 𝐀𝐥𝐰𝐚𝐲𝐬-𝐎𝐧 𝐒𝐞𝐜𝐮𝐫𝐢𝐭𝐲 𝐰𝐢𝐭𝐡 𝐒𝐨𝐥𝐚𝐫𝐏𝐥𝐮𝐬 𝟐.𝟎 𝐓𝐞𝐜𝐡𝐧𝐨𝐥𝐨𝐠𝐲: Just 2 hours of direct sunlight daily keeps your camera fully charged for continuous, maintenance-free operation in any weather.
The image does not have to be an AI deepfake. It can be an ordinary, unauthorized photograph, an altered image, a synthetic video or another manipulated version of a public figure. Genuine celebrity advertising also exists, so a face match alone cannot establish that an ad is fraudulent or that the person endorsed it.
How the ad-detection test is supposed to work
- Meta’s existing automated review systems flag an advertisement as potentially violating scam policies.
- The system detects a public figure’s face in the ad.
- Facial recognition compares that face with profile images on the public figure’s Facebook and Instagram accounts.
- Meta must both confirm a match and determine that the advertisement is a scam.
- If both conditions are met, Meta can block the ad.
- Meta says facial data generated for the one-time comparison is immediately deleted, whether or not a match is found.
This makes facial recognition one signal inside a broader enforcement decision. It is not supposed to remove every advertisement that contains a recognizable celebrity.
Rank #2
- 𝐔𝐥𝐭𝐫𝐚 𝐇𝐃 𝟒𝐊 𝐂𝐥𝐚𝐫𝐢𝐭𝐲: Features true 4K UHD resolution to capture every detail around your home. It can even recognize license plates up to 33 ft (10m) away.
- 𝐀𝐈 𝐌𝐨𝐭𝐢𝐨𝐧 𝐃𝐞𝐭𝐞𝐜𝐭𝐢𝐨𝐧 𝐚𝐧𝐝 𝐒𝐦𝐚𝐫𝐭 𝐓𝐫𝐚𝐜𝐤𝐢𝐧𝐠: Built-in AI instantly detects and automatically tracks people, vehicles, or important events within view, minimizing false alarms and keeping your property secure.
- 𝟑𝟔𝟎° 𝐏𝐫𝐨𝐭𝐞𝐜𝐭𝐢𝐨𝐧 𝐰𝐢𝐭𝐡 𝐍𝐨 𝐁𝐥𝐢𝐧𝐝 𝐒𝐩𝐨𝐭𝐬: Enjoy comprehensive coverage with a wide viewing angle, minimizing blind spots and allowing you to monitor your front porch, yard, or even your driveway.
- 𝐌𝐨𝐭𝐢𝐨𝐧-𝐀𝐜𝐭𝐢𝐯𝐚𝐭𝐞𝐝 𝐒𝐢𝐫𝐞𝐧: Protect your home with a powerful, motion-activated strobe light that scares off unwanted visitors and gives you instant notifications about suspicious activity.
- 𝐀𝐥𝐰𝐚𝐲𝐬-𝐎𝐧 𝐒𝐞𝐜𝐮𝐫𝐢𝐭𝐲 𝐰𝐢𝐭𝐡 𝐒𝐨𝐥𝐚𝐫𝐏𝐥𝐮𝐬 𝟐.𝟎 𝐓𝐞𝐜𝐡𝐧𝐨𝐥𝐨𝐠𝐲: Just 2 hours of direct sunlight daily keeps your camera fully charged for continuous, maintenance-free operation in any weather.
Why calling it a deepfake detector is misleading
The proposed system is designed to help answer whether a suspicious ad appears to use a protected public figure’s likeness. Meta did not describe a tool that users can upload any video to and receive an authenticity verdict. It also did not claim to identify every AI-generated face or voice, determine which generative-AI model made a file, or replace provenance systems, watermarks, human review and user reports.
A more accurate description is facial matching for public-figure impersonation and scam enforcement. It may help with manipulated or synthetic media, but it does not prove that media was AI-generated, and a match does not prove endorsement.
Do these 3 things before closing this tab:
1Scan for outdated or missing drivers - takes under a minute2Clear out junk files and repair common Windows errors3Fix the driver behind crashes, sound loss and screen glitchesRank #3
- Magnetic & Screw-free Mounting: Enjoy effortless installation in seconds. The powerful magnetic base snaps onto any metal surface for a rock-solid hold, or can be placed on any flat surface. No drills, no damage, perfect for both indoors and out. NOTE: For smooth operation of your eufyCam C35, please update your eufy App to version 5.2.10_16477001 (iOS) or 5.2.10_17014 (Android) or newer.
- Spotlight-free Color Night Vision: See true colors, even in total darkness. Our advanced sensor technology reveals critical details like faces and license plates without any spotlight, ensuring clear evidence and zero disturbance.
- Smarter Security with HomeBase Mini: The included HomeBase Mini is the brain of your system, unlocking advanced AI features like Facial Recognition and Cross-Camera Tracking for a truly intelligent and connected experience.
- All Features, Zero Monthly Fees: Unlike other brands, your one-time purchase includes everything—no mandatory subscriptions for cloud storage, no extra charges for AI, and no battery replacement costs.
- Flexible Local Storage: Store footage centrally and securely indoors on the HomeBase Mini (expandable up to 1TB) for ultimate peace of mind. The camera itself also supports a separate microSD card slot for direct local recording (up to 256GB, at least 32GB recommended, card not included).
How optional video-selfie recovery works
For some people whose Facebook or Instagram accounts may have been compromised, Meta says the recovery flow can offer a video selfie instead of, or alongside, document-based verification:
- The user starts the official account-recovery process.
- Meta determines that the account may be compromised or needs identity verification.
- The user may be invited to upload a video selfie.
- Meta compares the selfie with profile photographs associated with the account.
- The result is used as part of the identity check.
Meta says the video is encrypted, is not displayed on the user’s profile or to friends, and that facial data created for the comparison is deleted after the comparison regardless of the result. The option is voluntary where it is offered. A failed comparison, an account with few usable photographs, or a lockout unrelated to compromise can leave the user dependent on other recovery methods. Never give a third party your video or pay someone who promises to “unban” an account; use Facebook or Instagram’s official recovery channels.
Rank #4
- 𝐔𝐥𝐭𝐫𝐚 𝐇𝐃 𝟒𝐊 𝐂𝐥𝐚𝐫𝐢𝐭𝐲: Features true 4K UHD resolution to capture every detail around your home. It can even recognize license plates up to 33 ft (10m) away.
- 𝐀𝐈 𝐌𝐨𝐭𝐢𝐨𝐧 𝐃𝐞𝐭𝐞𝐜𝐭𝐢𝐨𝐧 𝐚𝐧𝐝 𝐒𝐦𝐚𝐫𝐭 𝐓𝐫𝐚𝐜𝐤𝐢𝐧𝐠: Built-in AI instantly detects and automatically tracks people, vehicles, or important events within view, minimizing false alarms and keeping your property secure.
- 𝟑𝟔𝟎° 𝐏𝐫𝐨𝐭𝐞𝐜𝐭𝐢𝐨𝐧 𝐰𝐢𝐭𝐡 𝐍𝐨 𝐁𝐥𝐢𝐧𝐝 𝐒𝐩𝐨𝐭𝐬: Enjoy comprehensive coverage with a wide viewing angle, minimizing blind spots and allowing you to monitor your front porch, yard, or even your driveway.
- 𝐌𝐨𝐭𝐢𝐨𝐧-𝐀𝐜𝐭𝐢𝐯𝐚𝐭𝐞𝐝 𝐒𝐢𝐫𝐞𝐧: Protect your home with a powerful, motion-activated strobe light that scares off unwanted visitors and gives you instant notifications about suspicious activity.
- 𝐀𝐥𝐰𝐚𝐲𝐬-𝐎𝐧 𝐒𝐞𝐜𝐮𝐫𝐢𝐭𝐲 𝐰𝐢𝐭𝐡 𝐒𝐨𝐥𝐚𝐫𝐏𝐥𝐮𝐬 𝟐.𝟎 𝐓𝐞𝐜𝐡𝐧𝐨𝐥𝐨𝐠𝐲: Just 2 hours of direct sunlight daily keeps your camera fully charged for continuous, maintenance-free operation in any weather.
Who is covered, and where?
Meta initially referred to a small group of celebrities and public figures, with plans to add people repeatedly targeted by likeness scams. It later said nearly 500,000 public figures were protected; that is a company-reported figure, not an independently audited count.
Meta’s named rollout details are limited:
| Milestone | What Meta reported |
|---|---|
| October 21, 2024 | Testing announced for celebrity-bait scam detection and compromised-account recovery. |
| March 2025 update | Measures expanded to the United Kingdom, European Union and South Korea. |
| Public-figure controls | People in the UK and EU were to receive notifications and could opt out of celebrity-bait protection through Accounts Center where available. |
| Video-selfie recovery | Described as optional in the UK, EU and South Korea. |
The official update does not establish universal availability or a United States-wide launch. A later expansion also addressed suspicious accounts impersonating public figures in those named regions, with an intended future expansion to Instagram. Availability can depend on country, account type and the specific recovery case.
Outdated Drivers Are Slowing You Down
One free scan finds every outdated or missing driver and matches the right update for your exact hardware.Free scan · exact hardware matchPC Slower Than It Used to Be?
A free scan shows the junk files, broken settings and background clutter dragging Windows down - then fixes them in one click.Free scan · Windows 10 & 11Best Value
- 𝟑𝟔𝟎° 𝐀𝐈 𝐓𝐫𝐚𝐜𝐤𝐢𝐧𝐠 𝐰𝐢𝐭𝐡 𝐏𝐚𝐧 𝐚𝐧𝐝 𝐓𝐢𝐥𝐭: Deliver 360° property coverage and eliminate blind spots with a single camera. Auto-tracking keeps subjects perfectly centered, providing ultimate home protection. NOTE: For smooth operation of your eufyCam C37, please update your eufy App to version 6.0.10 or newer.
- 𝐙𝐞𝐫𝐨 𝐌𝐨𝐧𝐭𝐡𝐥𝐲 𝐅𝐞𝐞𝐬: Protect your home without cloud subscriptions or hidden costs. Save up to $300 over three years and experience complete security without falling into the subscription trap.
- 𝐔𝐧𝐥𝐨𝐜𝐤 𝐒𝐦𝐚𝐫𝐭𝐞𝐫 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐬 𝐰𝐢𝐭𝐡 𝐇𝐨𝐦𝐞𝐁𝐚𝐬𝐞 𝐌𝐢𝐧𝐢: Connect up to 10 cameras in one app to enable human/vehicle/pet/facial recognition, cross-camera tracking, and expandable local storage — a smarter security system, made simple.
- 𝟐𝐊 𝐂𝐨𝐥𝐨𝐫 𝐍𝐢𝐠𝐡𝐭 𝐕𝐢𝐬𝐢𝐨𝐧: Capture crystal-clear details with 2K resolution, delivering 77% more pixels than standard 1080p. The built-in spotlight illuminates faces, license plates, and clothing details in vivid color, even in total darkness.
- 𝐃𝐞𝐭𝐚𝐜𝐡𝐚𝐛𝐥𝐞 𝐒𝐨𝐥𝐚𝐫 𝐏𝐚𝐧𝐞𝐥𝐬 𝐟𝐨𝐫 𝐕𝐞𝐫𝐬𝐚𝐭𝐢𝐥𝐞 𝐈𝐧𝐬𝐭𝐚𝐥𝐥𝐚𝐭𝐢𝐨𝐧: Position each 3W solar panel for optimal sunlight while pointing the cameras exactly where you need them. Never compromise between viewing angle and power. Enjoy continuous charging with zero maintenance, rain or shine.
What Meta says about privacy
- Public figures receive information and controls about the protection.
- Opt-out controls are available through Accounts Center where Meta offers them.
- Facial data from the ad comparison is deleted after the one-time comparison, according to Meta.
- Video-selfie facial data is also said to be deleted after comparison.
- The recovery video is encrypted and is not shown on the user’s profile.
These are Meta’s stated policies, not independent validation. The announcement does not fully establish retention of original video files, internal access controls, accuracy across ages, skin tones, disabilities and appearance changes, or the appeal process after a false rejection.
What the technology can—and cannot—solve
Potential benefits
- It may expose more public-figure impersonation in scam advertising.
- It gives repeatedly targeted creators and officials a targeted protection mechanism.
- It can provide an additional recovery route when a legitimate user cannot supply documents.
Important failure modes
- Voice-only, text-only and unfamiliar-face scams may not be helped.
- Low-resolution images, masks, unusual angles, lookalikes and synthetic faces can produce false negatives.
- A legitimate advertisement can contain a celebrity, creating false-positive risk if scam classification is wrong.
- Facial matching can produce both false positives and false negatives; it does not establish consent or endorsement.
- Recovery is less useful when an account has no clear profile photos, the owner’s appearance has changed, an attacker altered identity signals, or the option is not offered.
- A video selfie introduces sensitive biometric information that must be securely processed, even if Meta’s deletion policy is followed.
Why this is not simply the old Facebook face-recognition feature
Meta’s earlier broad system was associated with recognizing people in photos and suggesting tags. The newer proposal is described as purpose-limited security use: scam-ad enforcement and account verification. Meta says the comparisons are limited to those purposes and that generated facial data is deleted afterward. The narrower design responds to privacy concerns around expansive social-photo recognition, but it does not remove questions about accuracy, governance or security.
What ordinary users should do now
- Use a unique password stored in a password manager.
- Turn on two-factor authentication, preferably with an authenticator app or passkey where available.
- Keep recovery email addresses, phone numbers and backup codes current and protected.
- Do not treat a celebrity image or voice in an ad as proof of endorsement. Find the organization’s known official website independently.
- Report suspicious advertisements and impersonator accounts through Meta’s in-app tools.
- Do not pay anyone claiming they can unlock, unban or recover an account outside Meta’s official process.
Meta has announced other support developments, including adaptive recovery processes and an AI support assistant, but those are separate from the facial-recognition test; details appear in its later account-support announcement.
How much difference has Meta reported?
Meta said expanding facial-recognition checks more than doubled the volume of celebrity-bait scam ads detected and removed in testing. It also said reports of such scams, measured against total ad impressions, fell 22% globally in the first half of 2025. Both figures are Meta’s own reported results, not independent performance benchmarks, and they do not show that all deepfakes or impersonation attempts are detected.
What’s actually slowing this PC down?
Pick the symptom - the matching free tool is one click away.
The Bottom Line
Meta is testing facial recognition as a targeted signal in anti-scam advertising and account recovery. It is narrower, optional in the recovery flow, and geographically limited in the rollout described—not a universal celebrity-deepfake checker or an automatic solution for every locked account.
Quick Recap
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
