Meta is taking new measures against accounts that attempt to defraud users by impersonating public figures. The company has expanded its use of facial recognition technology to Europe, the United Kingdom, and South Korea. The new security tools are currently being rolled out on Facebook and will be implemented on Instagram in the coming months.

Meta is developing its facial recognition technology

Meta’s facial recognition system was first deployed in the US last year. The technology helped identify those publishing fake ads using celebrity likenesses and helped users regain access to their stolen accounts. The program, which is available to public figures in Europe by choice, is also supported by measures in place in South Korea to combat the creation of fake profiles. This aims to prevent fraudsters from using fake identities to persuade people to send money.

A Meta spokesperson stated, “We compare the profile photos of suspicious accounts with the photos of real people on Facebook and Instagram. When there are matches, we remove the fake account.” The technology, which has been used in account recovery processes in the UK, EU, and South Korea since March, has resurfaced following the company’s decision to shut down its facial recognition system three years ago.

Meta highlighted the positive impact of the new tools, announcing that complaints about celebrity-targeted ads decreased by 22 percent globally in the first half of 2025. However, facial recognition technology remains a controversial topic due to its security benefits and its use in law enforcement and businesses.