Facebook and Instagram have a problem. Well, they have many, many problems, but one of the ones they feel like addressing is "celeb-bait ads and impersonation." According to a new post from parent company Meta, the way they're going to try solving this is through the use of facial recognition technology. In the lengthy post, Meta explains that the biggest impact of these new tools will be an expanded effort to stop scam accounts from impersonating celebrities. If you've used Facebook in the last year or so, you've probably encountered friend suggestions for attractive celebrities, which are obvious fakes that can be identified by their paparazzi photos and deliberate misspellings of their names.

Meta is bringing facial recognition tech back to its apps more than three years after it shut down Facebook's "face recognition" system amid a broader backlash against the technology. Now, the social network will begin to deploy facial recognition tools on Facebook and Instagram to fight scams and help users who have lost access to their accounts, the company said in an update. The first test will use facial recognition to detect scam ads that use the faces of celebrities and other public figures. "If our systems suspect that an ad may be a scam that contains the image of a public figure at risk for celeb-bait, we will try to use facial recognition technology to compare faces in the ad against the public figure's Facebook and Instagram profile pictures," Meta explained in a blog post. "If we confirm a match and that the ad is a scam, we'll block it."