Jakarta, INTI – Meta has expanded the implementation of face recognition technology to Europe, the United Kingdom, and South Korea on Wednesday, October 1, 2025, as a solution to tackle accounts impersonating public figures. This move comes amid rising misuse of celebrities’ faces in illegal ads and attempts to hack personal accounts. The new feature is already available on Facebook and will soon be extended to Instagram in the coming months. The program emphasizes the importance of digital security for public figures while giving more control to those who choose to participate. The launch event reinforced Meta’s commitment to providing more effective protection against identity impersonation. By implementing this technology, the company aims to reduce the risk of face misuse and accelerate account recovery for hacked users. People in these regions are encouraged to use the feature to ensure a safer and more secure social media experience.
How the Face Recognition Technology Works
According to a Meta spokesperson, the technology compares the profile photos of suspicious accounts with the official profile photos of public figures on Facebook and Instagram. If a match is found, the impersonating account is automatically removed. This step facilitates the enforcement of rules against identity impersonation and protects the digital rights of public figures participating in the program.
History and Effectiveness
Meta first tested this face recognition technology in the United States last year to combat illegal ads using celebrities’ faces and to assist in recovering hacked accounts. Since March 2025, the feature has also been applied in the UK, the European Union, and South Korea. Early results indicate its effectiveness, with global reports of ads misusing celebrities’ faces decreasing by 22 percent in the first half of 2025.
Pros and Cons of the Technology
Although it provides additional protection, the use of face recognition remains controversial. Key criticisms relate to its application in law enforcement, workplace settings, and individual privacy. Meta emphasizes that this feature is only available to public figures who opt in, and its primary focus is to reduce identity impersonation while enhancing digital security.
Conclusion
With the introduction of face recognition technology in Europe, the UK, and South Korea, Meta has taken a strategic step in protecting public figures from identity impersonation and digital misuse. The feature is expected to improve account security, accelerate recovery in case of hacks, and reduce the practice of using celebrities’ faces illegally.
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