Facebook will halt its use of facial recognition technology.

“We’re shutting down the Face Recognition system on Facebook. People who’ve opted in will no longer be automatically recognized in photos and videos and we will delete more than a billion people’s individual facial recognition templates,” Jerome Pesenti, vice president of artificial intelligence, said in a blog post.

He adds that the company needs to “weigh the positive use cases for facial recognition against growing societal concerns, especially as regulators have yet to provide clear rules.”

Facebook first began rolling out its facial recognition system in late 2010, prompting a nearly instantaneous backlash, reports MediaPost.

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