The social network announced that it was opening up its face recognition tech to all users, but there is an option for them to opt-out.
The social network explained that in December 2017 it offered a setting for some people called Face recognition. The firm said that users now can switch this setting on or off.
“Facebook has always given you control over whether we use face recognition technology to recognise you in photos,” said the social network. “This setting was previously called tag suggestions because Facebook only used face recognition technology to automatically suggest tags of your friends in photos.
Additionally, the tag suggestions setting, which only controls whether Facebook can suggest that friends tag a person in photos or videos using face recognition, will no longer be available.
It seems that users who opt in to the new Face recognition setting will still have tag suggestions automatically generated about them.
Facebook is dressing this development as part of its ongoing privacy focus, after CEO Mark Zuckerberg outlined a “vision” for the future of social media that he said would hinge on privacy.
The firm meanwhile said it continues to engage with privacy experts, academics, regulators and its users on face recognition and its control options.
Last month Facebook lost an attempt to halt legal action after it lost a case in a federal appeals court.
The social networking giant had been sued back in 2015 when Illinois users accused Facebook of violating that state’s Biometric Information Privacy Act in collecting biometric data.
The federal appeals rejected Facebook’s effort to undo a class action lawsuit that claimed it illegally collected and stored biometric data for millions of users without their consent.
The case centred on Facebook’s “Tag Suggestions” feature, which allows users to recognize their Facebook friends from previously uploaded photos.
That ruling potentially exposes the social networking giant to millions of dollars in potential damages to the Illinois users who brought the case, but it is reported that Facebook intends to appeal.