The company is rolling out the technology across Facebook and Instagram to identify “celeb-bait ads,” which use AI-generated images of celebrities and public figures to lure users to scam websites. Meta is also using facial recognition to identify users who have been locked out of their accounts. (The Logic)

Talking point: The move is a reversal from the company’s 2021 decision to stop using facial recognition, citing “​​growing societal concerns” and lack of “clear rules” regarding the technology. Before then, Meta used the technology to automatically identify people in photos and suggest “tags.” The company has faced several lawsuits over the technology, including a 2022 suit in Texas that ended in July with Mark Zuckerberg’s firm agreeing to pay a US$1.4-billion settlement. This time around, Meta is letting users opt out of facial recognition. There are still some jurisdictions, including the European Union and the U.K., where strict data-collection laws will prevent Meta from deploying the technology.