Meta is introducing a new service for public figures such as politicians and celebrities across the EU to protect them from fake advertisements using their image.

This so-called ‘celeb-bait’ often takes the form of false news articles promoting certain products or services, such as cryptocurrency or vitamins, for example.

Newstalk’s Tech Correspondent Jess Kelly said that Meta could use facial recognition technology to combat these online scams.

A cybercriminal reaching through a laptop to steal an online shopper's credit card. Image: Alamy

“The Irish Times is reporting that senior political figures like Micheál Martin and Jack Chambers received a notification from Meta that they are now going to use facial recognition technology to try and detect and prevent these scam ads from happening,” she told The Pat Kenny Show.

“It’s really important to note Meta weren’t behind these scams, it was bad actors who were putting them out there - but it’s caused a lot of controversy.

“There have been several court cases and now they’re looking to deploy this technology.”

However, Jess said Meta have suggested EU regulations are slowing the rollout of this tech.

You can listen back to the full interview here:

Main image: Facial recognition system, concept. Young man on the street, face recognition. Image: Yulia Koltyrina / Alamy. 17 August 2017