Few consumers are aware that watching a video screen or interacting with a kiosk may mean they are being recorded and having their behavior, gender, age, and ethnicity analyzed. As a result, there has not been a robust public discussion of how consumers feel about these technologies.
Security Camera Footage: Repurposing footage for marketing and profit Perhaps the most egregious repurposing of data is the use of security camera footage for store marketing purposes. From the industry literature, this appears to be an established business practice at this point. It is one that needs to be examined closely.
The industry view of privacy has been officially articulated in a Recommended Code of Conduct for Consumer Tracking Methods that has been provided to the World Privacy Forum. The code of conduct is contained in full in Appendix A.
There is no public awareness of the capabilities of digital signage, and that has to change before for any debate over regulation or legislation can start. Nevertheless, it is possible to identify from other privacy arenas the types of standards that should be considered for users of digital signage. Full recommendations will only be possible at a later stage. Here are some preliminary ideas.
New forms of sophisticated digital sign networks are being deployed widely by retailers and others in both public and private spaces. Few consumers, legislators, regulators, or policy makers are aware of the capabilities of digital signs or of the extent of their use. The technology presents new problems and highlights old conflicts about privacy, public spaces, and the need for a meaningful debate. The privacy problems inherent in digital networks are profound, and to date these issues have not been adequately addressed by anyone.
The following document is the recommended code of conduct for businesses engaging in consumer tracking. The document is entirely non-binding, and was created entirely by industry participants. The document is reproduced here in full with no changes. Best Practices: Recommended Code of Conduct for Consumer Tracking Methods
Biometrics and ID -- The California DMV (Division of Motor Vehicles) has proposed, through an expedited 30- day process, that it begin taking detailed facial scans of drivers and storing the scans in a state-wide database. This change, among other proposed DMV changes, represents a substantial policy shift for the state of California. The World Privacy Forum has urged that this process goes through normal legislative procedures so that there is adequate time for public input and for formal hearings.
REAL ID | National ID -- The World Privacy Forum and the Electronic Frontier Foundation (EFF) filed joint comments with the Department of Homeland Security about the proposed national ID system, REAL ID. The comments discuss the substantial flaws in the proposed REAL ID system including concerns about the overall structure of the program, the cards, the databases attached to the cards, the lack of controls on "function creep," the possibilities for discrimination, the potential for increased risk of identity theft, issues related to potential gaps in coverage for recipients on Federal programs, among other issues.
REAL ID -- REAL ID is a national ID card program. Currently, the Department of Homeland Security is accepting public comments on the REAL ID plan. Comments will be accepted until Tuesday, May 8. The World Privacy Forum has joined with a large coalition of groups to solicit public comments on REAL ID; to file comments, please visit the Speak Out Against REAL ID coalition page for more information. http://www.privacycoalition.org/stoprealid/