Celeb-Bait Scams: How Meta is Fighting AI-Powered Fraud on Social Media

Rising Threat of Celeb-Bait Scams

With the festive season in full swing, there's a noticeable uptick in online scams, particularly those involving artificial intelligence (AI) powered fraud. Among these scams, ‘celeb-bait’ has emerged as a significant concern, utilizing images of famous personalities to lure unsuspecting users into fraudulent schemes.

What is Celeb-Bait?

‘Celeb-bait’ scams leverage deepfake technology, creating convincing fake images of celebrities to promote ads that lead to scam websites. These ads often ask for personal information or money, tricking users into believing they’re engaging with authentic celebrity endorsements.

The Role of Meta in Combatting Scams

Meta is actively combating these fraudulent activities by implementing a new facial recognition technology in its ad review system. This feature will authenticate images against celebrities' official profiles on Facebook and Instagram.

• Ads flagged as suspicious will undergo an authentication test.
• Verified matching images will be allowed while mismatched ones will be blocked.

Enhancing User Safety

In addition to the facial recognition feature, Meta will soon introduce video selfies for user verification to ensure that profiles are authentic.

As these celeb-bait scams become more prevalent, staying informed and vigilant is essential. Meta's initiatives signify a crucial step toward a safer online environment.