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"We chose a threshold that requires a few searches within a short period of time, while still erring on the side of caution," Instagram's blog post explains. "While that means we may sometimes notify parents when there may not be real cause for concern, we feel — and experts agree — that this is the right starting point, and we’ll continue to monitor and listen to feedback to make sure we’re in the right place."
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So-called "celeb bait" ads have been a long-running issue for the company. Engadget has previously documented celeb bait scams on Facebook, including ones that frequently use Elon Musk and Fox News personalities to hawk fake cures for diabetes. The Oversight Board has also criticized the company for not doing enough to combat such scams. In its update, Meta says that "because scam ads are designed to look real, they’re not always easy to detect." The company also noted that it has now enrolled "more than 500,000" celebrities and public figures into its facial recognition system that's meant to automatically detect scam ads using the faces of famous people.