Facebook urged to use face recognition to block scam ads

Media committee chair says Martin Lewis's case shows yet another failure to protect users

Facebook is facing calls to deploy facial recognition technology to block scam adverts featuring celebrities, after consumer campaigner Martin Lewis launched legal proceedings against the social network over fake promotions claiming his endorsement.

Damian Collins, the chair of the parliamentary committee investigating online disinformation, told the Guardian he would ask the social network to consider new ways to block fake promotions when the company's chief technology office appears to answer questions in parliament on Thursday.