Meta is ramping up its facial recognition tests aimed at detecting celebrity scam advertisements on its platforms. The initiative, led by VP Monika Bickert, seeks to enhance existing anti-scam measures, utilizing machine learning classifiers to flag suspicious ads. By comparing ad images with public figures' profiles, Meta aims to block fraudulent content effectively. The company claims that any facial data generated will be deleted post-comparison. Additionally, it is testing video selfies for quicker account recovery. However, these trials are not currently active in the UK or EU due to stringent data protection laws.