Facebook parent company Meta Platforms Inc. will start using facial recognition technology to crack down on scams that use pictures of celebrities to look more legitimate, a strategy referred to as “celeb-bait ads.

Meta Platforms Inc. today said it’s in the process of testing new facial recognition technology to help reduce the number of “celebrity bait” ads that appear on the company’s social media platforms.

Meta Platforms ( NASDAQ: META) said it is using facial recognition technology to detect and prevent celeb-bait ads on its platforms. The Facebook-owner noted that it is also testing the technology for people to verify their identity and regain access to compromised accounts.