Which? responds to Meta's announcement that it will use facial recognition technology in the UK to stop scammers using public figures' images

Rocio Concha, Which? Director of Policy and Advocacy, said:  

"While initiatives like this are welcome, voluntary measures will not be enough to stop the flood of scams consumers face online. 

"Ofcom urgently needs to implement the Online Safety Act in full - including the duties on fraudulent advertising, which are not due to take effect until 2027 - and use its powers to hold tech firms accountable for the scams posted on their platform.  

"Without proper legislation and enforcement, the government risks letting millions more fall victim to online fraud."

-ENDS-