By Web Desk 
In a significant tech development reported on October 23, 2024, Meta, the parent company of Facebook, began testing facial recognition tools aimed at fighting the growing problem of fake celebrity scams in Pakistan and beyond. This move comes as part of Meta’s broader strategy to combat online fraud, which has been increasingly targeting high-profile figures and their fans across social media platforms.
Over the past few years, scammers have used manipulated images and deepfake technology to impersonate celebrities, politicians, and influencers, duping users into sending money or sharing sensitive information. Pakistan has seen a surge in such incidents, with fake profiles of well-known public figures like cricketers, actors, and politicians used to deceive unsuspecting users.
Meta’s new tools, currently in testing phases in key markets like Pakistan, utilize advanced facial recognition algorithms to detect discrepancies between real and manipulated images. By flagging content that appears to misuse celebrity likenesses, Meta hopes to crack down on the growing issue of identity theft in cyberspace.
Although concerns about privacy and data usage have been raised by civil society groups, Meta assures that its approach will prioritize user consent and transparency. The initiative has been welcomed by public figures in Pakistan, many of whom have called for stronger actions against digital impersonation. Meta’s tools will also extend to protecting ordinary users who are frequently targeted by online scammers posing as their favorite celebrities.