Facial recognition is one of the most polarizing technologies on the market, but Meta is hoping people will be more willing to accept it if it means they can keep their Facebook and Instagram accounts under their control.

Meta is expanding tests of facial recognition as an anti-scam measure to combat celebrity scam ads and more broadly, the Facebook owner announced Monday.

Early testing with a small group of celebrities and public figures has produced promising results, detecting scam ads faster and more accurately, Bickert said. Over the coming weeks, Meta plans to start enrolling more celebrities who have had problems with scam ads in the past, though they will have the option of opting out.