Facebook parent company Meta Platforms Inc. will start using facial recognition technology to crack down on scams that use pictures of celebrities to look more legitimate, a strategy referred to as "celeb-bait ads." Scammers use images of famous people to entice users into clicking on ads that lead them to shady websites, which are designed to steal their personal information or request money. Meta will start using facial recognition technology to weed out these ads by comparing the images in the post with the images from a celebrity's Facebook or Instagram account. "If we confirm a match and that the ad is a scam, we'll block it," Meta wrote in a blog post. Meta did not disclose how common this type of scam is across its services.