Meta said Monday that it's testing out new facial recognition tools designed to protect users from celebrity-themed scams, as well as make it faster and easier for all users to recover access if they get locked out of their accounts.

Meta, the parent company of Facebook and Instagram, is testing facial recognition software to combat “celeb bait” scams on its platforms as well as to allow users to more easily regain access to their accounts.

The Facebook parent company will start using the tech to crack down on scams that use pictures of celebrities to look more legitimate as well as to better assist users who get locked out of their accounts.

When Meta shuttered its facial recognition system in 2021, deleting the face scan data of one billion users, it cited "growing societal concerns". In August this year, the company

Celebrities including Elon Musk and Martin Lewis repeatedly feature in ads for products they have not endorsed.

Facebook parent company Meta Platforms Inc. will start using facial recognition technology to crack down on scams that use pictures of celebrities to look more legitimate, a strategy referred to as “celeb-bait ads.

The goal is to help Facebook and Instagram crack down on so-called 'celeb-bait ads,' but facial-recognition tech will also be available for those looking to recover lost accounts.

Meta is bringing facial recognition tech back to its apps more than three years after it shut down Facebook’s “face recognition” system amid a broader backlash against the technology. Now, the social network will begin to deploy facial recognition tools on Facebook and Instagram to fight scams and help users who have lost access to their accounts,