At Issue: Consumers being “watched” – Not!

Face pattern detection technology ensures consumer anonymity, but the technology is nonetheless aggregating data on consumer behaviors in the settings where it is deployed. Though personal privacy is not at risk, market research in the United States has regularly demonstrated most Americans object to marketing tactics that target advertising based on consumer behavior patterns. Privacy advocates also raise the “slippery slope” argument – that what poses no privacy risk as it now applies could change as technologies evolve. Facial recognition systems and other consumer technologies such as smartphones and RFID embedded smart cards could, in theory, tailor marketing to the purchasing patterns or other characteristics of recognized individuals.

AVA is not designed to do any of that, but there are still suggestions its users need to do more to inform consumers about what’s going on.

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