Face.com: You can't stay 29 forever

Are you 35 and claiming to be 29? Don't post photos to Facebook. Today Face.com added a new attribute to its facial-detection API: age detection. The startup claims the new attribute will let developers create apps that use three criteria -- minimum, maximum and estimated age -- to determine how old people are in photos.

While the technology surely will appeal to social networkers, the big boon could be marketers looking to maximize exposure to select demographic groups, such as 18-24 year olds. Developers can set the attribute to look for specific age segments, hence the marketing potential. But there are others, such as detecting fake IDs at establishments serving alcoholic beverages. Additionally, Face.com claims to have improved facial recognition by 30 percent in this release of the API.

Face.com launched in March 2009 and claims that 40,000 developers use its API, which still is in beta (Is nothing ever finished anymore?). There is a developer website, for anyone interested in using the API.

The company also offers several apps, including KLIK for iOS. Yes, the tech is available on Facebook.