Meta is implementing a new facial recognition system across Facebook and Instagram to combat scams that misuse celebrity images, particularly 'celebrity bait ads' which have cost users millions. The technology will be tested with 50,000 public figures globally, allowing Meta to quickly compare suspected scam ads with celebrities' profile pictures and block them if a match is found. This marks a significant expansion of Meta's facial recognition capabilities since its rollback in 2021. The system will also assist users in regaining access to their accounts if compromised, by allowing them to upload a video selfie for verification. Notably, the rollout will not include the EU or UK due to regulatory complexities. Meta has emphasized that any facial data generated during the process will be immediately deleted after use.