Meta Cleared to Fight Celeb Scams with Face ID in South Korea

South Korea’s PIPC authorizes Meta’s biometric-based detection system to tackle deepfake-driven ad fraud.

After approval from PIPC, Meta is now allowed to add facial recognition features to the Facebook app in South Korea. It aims to prevent people from being deceived by fake celebrity impersonations, as these are increasingly prevalent.

A major focus is on ceasing “celeb-bait” ads that use celebrities’ pictures to trick users into taking part in deceitful investment or phishing activities. The scammers often rely on deepfake technology to encourage people to surrender their personal data or pay a ransom.

The agreement was authorized after careful study to confirm it complies with data protection laws in South Korea. Registering facial data is entirely up to the verified celebrities, and Meta will only use it to detect fake accounts impersonating them. The data collected from the face should be deleted rapidly once it has been processed only once. Therefore, Meta must retain certain documents that support its activities, including server logs. Users will find that the AI might review their pictures to spot genuine account holders from fake ones.

Meta secured significant regulatory support in South Korea after facing heavy fines from the authorities. In 2021, they received a ₩6.46 billion (approximately USD 5.5 million) fine for taking facial recognition data without getting full consent. In 2023, they were required to pay a ₩21.6 billion fine (approximately USD 15 million) due to improper management of sensitive user information. These breaches caused Meta to lose Millions in years and led to a failure to stay credible. 

Facial Recognition Gains Ground in Fight Against Deepfakes and Identity Fraud

Meta’s system is designed to prevent deepfake fraud and identity theft by using biometric technology that focuses on privacy. The endorsement demonstrates how facial recognition technology will help safeguard against identity theft and limit the spread of fake news.

FACIA provides leading facial recognition and liveness detection systems that prevent fraud involving celebrity impersonation and deepfakes. The platform with AI capabilities detects deepfakes and cases of unauthorized use of identity without the person’s consent. It supports people and organizations in guarding their online information and lowering the risk of fraud.