Facebook urged to use face recognition to block scam ads

Facebook is facing calls to deploy facial recognition technology to block scam adverts featuring celebrities, after consumer campaigner Martin Lewis launched legal proceedings against the social network over fake promotions claiming his endorsement. Damian Collins, the chair of the parliamentary committee investigating online disinformation, told the Guardian he would ask the social network to consider new ways to block fake promotions when the company's chief technology office appears to answer questions in parliament on Thursday. "Martin Lewis's case highlights yet another failure on the part of Facebook to protect its users," said the Tory MP, who leads the Digital, Culture, Media and Sport Committee. "The fact that the face of a man who has dedicated himself to aiding consumers to spend their money wisely could be used to defraud those very same people is something that Facebook should be ashamed of," he said. "Facebook is able to develop and roll out technology such as facial recognition to increase revenue," he added.