Typically, Elon Musk and Martin Lewis, a money-saving expert, serve as the faces of investment schemes and cryptocurrency advertisements.
Using the technique, Meta will compare the images that have been reported as questionable with the celebrities' respective profile pictures.
David Agranovich, Meta's worldwide threat disruption director, claims that this new technology can speed up the scam detection process.
He claimed that because this process is real-time, quicker, and far more accurate than traditional human evaluations, it enables them to implement their enforcement measures more rapidly and shield users of their apps from celebrities and scammers.
Prior to this, Mr. Lewis told the BBC that he feels "sick" because he gets "countless" reports of his face and name being exploited in these scams every day.
Meta has already put in place a system that employs artificial intelligence (AI) to identify scams, but it is hoping to enhance it with facial recognition technology.
If it is verified that the flagged image and the celebrity profile photo match, the questionable advertisement will be automatically removed.
According to reports, early testing of this new technology has produced "promising results," and Meta has said that they will now notify more well-known individuals who were affected in-app.
Celebrity scams have been a persistent problem for Meta; in the 2010s, Mr. Lewis filed a lawsuit against Facebook, but he dropped the case after a button to report scam advertisements was added.
But since then, the scams have grown more lifelike as they are fueled by so-called deepfake technology.
There has been pressure on Meta to reply as a result, and Mr. Lewis has called on the government to grant the UK regulator, Ofcom, greater power to combat scam advertisements.
This happened when consumers were tricked into disclosing their bank account information through a phony interview with Chancellor Rachel Reeves.
According to Meta, scammers are persistent and constantly changing their strategies in an effort to avoid being discovered.
By sharing the strategy, Meta intends to contribute to the development of their industry's defenses against internet scammers.