Meta Platforms Inc. is stepping up its game against fraudulent advertising by integrating facial recognition technology into its systems.

This move aims to prevent scammers from exploiting celebrity images to mislead users into visiting unsafe websites. Meta will compare ad images with those on a celebrity’s official profiles to ensure authenticity.

Additionally, the technology will assist in account recovery, allowing users to submit video selfies to verify their identities, with Meta ensuring the immediate deletion of the facial data.