Meta will start using experimental facial recognition technology as it seeks to more effectively block false celebrity endorsement scams on Facebook and Instagram.

The move comes after a wave of so-called celeb-bait scam ads that have used the likenesses of Andrew Forrest, Gina Rinehart, David Koch, Guy Sebastian and many others to compel users to click and be taken to malicious websites. But it also comes around three years after Meta shut down its previous facial recognition system amid privacy and regulatory concerns.

Meta is rolling out new facial recognition tech to address two different problems.

It’s no surprise Meta is........

© The Sydney Morning Herald