By introducing this tool, Meta wants to address regulators' concerns about the growing number of scams and minimise complaints about the handling of user data. Facebook stopped using its controversial facial recognition system three years ago. This measure was introduced on Meta's social network in 2010, allowing users to quickly and easily tag their friends, and its withdrawal led to the deletion of facial data for more than a billion users. Surprisingly, three years after Mark Zuckerberg's company removed facial recognition software on Facebook, amid a wave of pushback over privacy and regulatory concerns, Meta wants to use this tool to reduce the number of scams impersonating celebrities. To achieve this goal, Meta will register around 50,000 public figures in a test that involves automatically comparing their Facebook profile photos with images used in fraudulent ads. So, if the images match and Meta believes the ad is a scam, Facebook will block the ads. Meta wants to clean up its image with this tool Meta wants to address regulators' concerns about the growing number of frauds impersonating celebrities with fake images generated by artificial intelligence (AI), as well as minimize complaints about the handling of user data. Monika Bickert, Meta's vice president of content policy, explains to Reuters that the idea is to "implement the greatest possible protection" for public figures: "They can choose not to do so if they want, but we want to be able to make this protection available to them and easily for them." When will facial recognition be activated on Facebook? The company plans to implement the test worldwide starting in December, excluding some large jurisdictions where it does not have regulatory authorization, such as Great Britain, the European Union, South Korea and the states of Texas and Illinois (United States).