Asia Tech Wire (Oct 22) -- Facebook parent Meta Platforms Inc. announced Monday that it will use facial recognition technology to combat scams that use photos of celebrities, known as celeb-bait ads.

Scammers use photos of celebrities to entice users to click on ads and then direct them to suspicious websites that may steal personal information or scam them out of money.

Meta will identify and filter these ads by comparing the images in the posts to images of celebrities on their Facebook or Instagram accounts.

"If we confirm a match and determine the ad is a scam, we'll block it," Meta said in a blog post.

Meta did not disclose the exact prevalence of such scams on its platforms.