Meta Celeb-Bait Face Recognition in 2026: What Changed

Meta celeb-bait face recognition in 2026: the short answer

The test we reported in October 2024 is no longer a test in most places. Meta expanded face recognition against celeb-bait ads to the UK, the EU and South Korea in March 2025.[1] In September 2025 it said nearly 500,000 public figures were protected and that the tool more than doubled the celeb-bait ads it caught in testing.[1][4]

Celeb-bait is a scam ad or fake account that uses a famous person's face to sell a fake investment, a miracle product or a giveaway. Face recognition helps Meta spot these ads, but it does not stop all of them. In 2026 Meta is also suing scam advertisers and adding new AI tools, which shows the problem is still large.[5][6]

Timeline: from test to wider rollout

What changed since 2024

The biggest change is geography. Our original report noted that the tools were not tested in the EU and the UK because of privacy law. In March 2025 Meta said that, after talks with regulators, public figures in the UK and EU would get in-app notices inviting them to opt in.[1] People there also got the option to verify their identity with a video selfie when locked out.[1]

The second change is scale. Meta said user reports of celeb-bait ads, measured against total ad impressions, fell by 22% globally in the first half of 2025.[1] In September 2025 it extended face recognition to fake accounts that impersonate public figures in the EU, UK and South Korea, and said Instagram would follow.[1][4]

The third change is pressure from outside. A Reuters investigation in December 2025 described internal Meta documents on scam ads and reported that Singapore planned wider verification rules, including face recognition to stop impersonation of public figures.[7] In February 2026 Meta sued scam operators in Brazil, China and Vietnam who used celebrity images and deepfakes.[6] In March 2026 it said it removed over 159 million scam ads in 2025, 92% before anyone reported them.[5]

Celeb-bait scams to watch for in 2026

This list is our analysis of the scam types named in the reports above.

• Fake investment groups. Ads with a famous face invite you to a chat group that promises big returns.[6]
• Fake health products. A celebrity seems to endorse a miracle cure or diet pill.[6]
• Deepfake videos. A realistic video of a public figure speaks about an offer that does not exist.[6]
• Cheap brand goods. Deeply discounted items from known brands lead to fake shops.[6]
• Account recovery offers. Ads promise to un-ban or restore your account for a fee.[6]
• Impersonating profiles. A fake celebrity account messages you about a prize or a private deal.

How to protect yourself from celeb-bait ads

1. Doubt the endorsement. If a famous person seems to back an investment, a crypto platform or a cure in an ad, assume it is fake until the person's own verified account says otherwise.

2. Check the profile. Open the advertiser's page. A new page, a strange name or a link to an unknown domain is a warning sign.

3. Never pay to join a group. Investment groups advertised with celebrity faces are a known lure.[6] Do not send money or crypto to anyone you met through such an ad.

4. Ignore unban and recovery offers. Meta offers account recovery inside its apps, including the optional video selfie.[1] Paid outside services that promise to restore accounts appear in scam ads.[6]

5. Report the ad. Use the menu on the ad to report it as a scam. Reports help Meta measure and train its detection.[1] You can also read our guide on how to report phishing.

6. Secure your account. Turn on two-factor sign-in on Facebook and Instagram. If you entered details on a scam site, change your password and check whether your email appeared in a leak with our leak check.

What is still unknown

• Whether the face recognition tool now covers Instagram in all three new markets. Meta said in September 2025 it planned this, and we found no later confirmation.[1]
• How many celeb-bait ads still get through. Meta reports removals, not misses.[5]
• Whether the system will reach countries outside the ones Meta named. We found no new country list as of 2026.

Our original 2024 report

The text below is our report as first published in 2024. We keep it unchanged for the record; the sections above bring it up to date.

Meta, the parent company of Facebook and Instagram, is testing out facial recognition tools to combat a rising problem: fake ads featuring celebrities. These are popularly referred to as "celeb-bait" scams, where scammers use images of popular public figures to dupe users into visiting malicious websites. Meta says this is one way to offer protection for both its platforms and their users against misleading ads, as well as easing account recovery for users.

This new technology that Meta is about to introduce will focus most of its resources on finding phony ads, which feature images of celebrities and are used to lure people into scams. "Celeb-bait" scams have always been a problem on both Facebook and Instagram, where fraudsters try to impersonate public figures to promote phony products or services. Already, Meta uses automated means like machine learning to detect these scams; however, some ads can pass through the system because they closely resemble real promotions.

To combat this, Meta has instituted face recognition technology. If an ad comes in and is flagged suspicious, Meta matches the image on the ad to the celebrity's profile picture on Facebook or Instagram. If that confirms a match, and it is indeed scamming, then Meta blocks it. Early tests showed promising results, and the company promised to expand use of the technology to add more celebrities in the future.

An attempt to quickly block scamming accounts

In addition to preventing scam ads, Meta is working to protect celebrities and influencers from being impersonated on its platforms. Scammers often create fake accounts to pose as public figures, using these profiles to push fraudulent schemes or ask for personal information. By utilizing facial recognition, Meta aims to quickly identify and block these impersonation accounts before they can cause harm.

According to the official press release, Meta said:[1]

We use machine learning classifiers to review every ad that runs on our platforms for violations of our ad policies, including scams. This automated process includes analysis of the different components of an ad, such as the text, image or video.

Public figures who have been targeted by these scams will be automatically enrolled in Meta's protection program, although they can choose to opt-out if they prefer. This effort not only helps celebrities safeguard their reputation but also protects users from falling victim to fraudsters pretending to be famous people.

Faster account recovery could be one of the reasons for users to accept the technology

Meta's facial recognition tools are not just limited to scam prevention. They are also being tested as a way to help users recover access to their accounts more efficiently. If someone is locked out of their account, they can submit a video selfie, which Meta will compare to the profile picture on their account. This process is faster and more secure than traditional methods like providing identification documents.

The video selfie method is similar to technologies used by other platforms, such as Apple's Face ID.[2] Meta assures users that the video selfie will be encrypted and securely stored, with any facial data deleted after the comparison is complete. This new account recovery option aims to provide a more user-friendly experience, especially for those who have been hacked or locked out of their accounts.

No testing done on EU users so far

Meta said these new tools have been tested with the "utmost rigor" for security and privacy. Data from facial recognition is used exclusively for doing the job at hand, say identifying a scam or verifying a user, and then instantly deleted. That said, with all these assurances, the rollout of some of these tools has been delayed in certain regions due to strict privacy laws, including the European Union and the United Kingdom.

In the meantime, Meta continues to engage with regulators and policymakers to ensure the tools meet legal requirements. While the new features are gradually being introduced around the world, Meta remains focused on enhancing user protection without compromising privacy. Andrew Devoy, the spokesperson for Meta, said the following:[3]

We are engaging with the U.K. regulator, policymakers, and other experts while testing moves forward. We'll continue to seek feedback from experts and make adjustments as the features evolve.

Related guides on 2-Spyware

• How to report phishing
• Check whether your email appeared in a leak
• Recent data breaches
• Virus and malware removal guides