Facebook Fires Up the Switch—Face‑Recognition is Off the Menu
On Tuesday (Nov. 2), Facebook kicked the curtain on its automatic face‑recognition feature, the snazzy tech that had been quietly tagging users in photos and videos. The social‑media giant says it’s stepping back because the world’s still figuring out the rules around this kind of tech.
What the Execs Are Saying
- Jerome Pesenti, Facebook’s AI VP, wrote in a company blog: “Regulators are still in the process of providing a clear set of rules governing its use.”
- He added, “Amid this ongoing uncertainty, limiting face‑recognition to a narrow set of use cases seems sensible.”
Why the Big Shifts Are Hurting the Tech Scene
From retailers and hospitals to grocery chains, facial‑recognition has been the go‑to tool for spotting shoppers, verifying identities, and boosting security. But critics argue it infringes on privacy, targets marginalised groups, and could make “spying” the new normal.
Industry ripples:
- IBM officially stopped selling its face‑recognition product.
- Microsoft and Amazon paused police sales forever.
Meta’s Own Twist
Months after rebranding as Meta Platforms, Facebook—now Meta—revealed that somewhere around 1/3 of its daily active users had opted in to the face‑recognition setting. The rollback will wipe out the “facial‑recognition templates” of more than a billion people.
The change is rolling out worldwide and should finish by December, according to a Meta spokesperson.
Fans of Privacy Get the Hook
- Alan Butler of EPIC says, “For too long, users have suffered data abuses from Facebook and other platforms. EPIC first called for an end to this program in 2011.” He stresses that robust protection laws are still needed in the U.S.
- Adam Schwartz from the EFF calls Meta’s move a “notable moment in the national turning‑away from face‑recognition.”
What’s Left In the Algorithm Toolbox?
Meta isn’t dismissing facial‑recognition altogether. It still sees it as a “powerful tool” for identity verification and other limited applications. The automatic alt‑text feature—designed to describe images for visually impaired users—will keep working, but it won’t spoon out people’s names after the feature is gone.
Background to the Backlash
Last year, the FTC fined Facebook $5 billion over privacy complaints. In 2024, a judge approved a $650 million settlement for users in Illinois who alleged their biometric data were stored without consent.
So, while Meta pulls the trigger on its face‑recognition system, the entire tech world is watching it closely, wondering whether this is just a temporary pause or the start of a new era where privacy wins over convenience.
