Future of Privacy

One-Way-Mirror Society: High Privacy Risk Consumer Tracking Technologies

Facial recognition technology was initially developed for security purposes, but it has found a new use in digital signage for marketing and ad targeting purposes. Essentially, the process is that a camera captures an individual’s image, then checks it against algorithms that analyze at least 80 facial characteristics, such as distance between eyes, length of the face, width of the face, depth of eye sockets, and so forth. [48] Layers of algorithms are used to crunch the facial information into determinations about a person’s age bracket, gender, and ethnicity. The next efforts are going toward coding the facial expressions of shoppers to “capture their emotional reactions to in-store environments.” [49]

One-Way-Mirror Society: Consumer Responses to Digital Signage and Privacy Issues

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.

One-Way-Mirror Society: What are the specific privacy issues posed by digital signage networks / what risks exist?

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.

One-Way-Mirror Society: Recommendations

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.

One-Way-Mirror Society: Conclusion

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.

One-Way-Mirror Society: Appendix A - POPAI Recommended Code of Conduct for Consumer Tracking Methods

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

Keep my genes private: World Congress panel presentation

Genetic privacy -- The World Privacy Forum presented a talk at the World Congress in Washington D.C. today on the intersection between genetic privacy and marketing, and on genetic issues and medical identity theft. The presentation exposed the list marketing activities surrounding health care data, and examined how the current loopholes in the recently passed Genetic Information Nondiscrimination Act (GINA) would not necessarily ease issues with incidental collection and use of genetic information.

OECD reaffirms its support for the 1980 OECD principles on privacy, or "Fair Information Practices"

OECD | Fair Information Practices -- At a key meeting of the OECD on the future of the Internet economy, the OECD Secretary General Angel Gurria reaffirmed support of the 1980 OECD Privacy Principles. Also, Secretary General Angel Gurria expressed support for formalizing the participation of civil society in OECD going forward and for paying more attention to information security and identity theft problems. Secretary General Gurria noted that "A more decentralised, networked approach to policy formulation for the Internet Economy that includes the active participation of stakeholders needs to be the norm." Many parts of the recent OECD meeting may be viewed online.

World Privacy Forum Comments on Privacy Issues Relating to a Nationwide Genetic Research Project

Genetic privacy -- The collection of DNA material from 500,000 to 1,000,000 or more individuals as part of a large U.S. medical research project raises many challenging ethical, legal, and privacy issues. An advisory committee reporting to the Office of the Secretary of Health and Human Services ( the Secretary's Advisory Committee on Genetics, Health and Society) has published a detailed analysis of the issues such a project and its associated databases and biobanks would raise in a draft report. The committee's final report and policy recommendations will be submitted to the Secretary of HHS. The World Privacy Forum has submitted public comments on the draft; the comments include key policy recommendations. The Forum's recommendations include the need to provide protection from compelled disclosure of information, the necessity for a full-time project privacy officer with enforcement power, the need to address identifiability issues, and the need for a far-reaching and robust privacy policy that exceeds the requirements of HIPAA, among other recommendations.