In today’s digital age, your friends, interests, location, and purchase history can all be linked to your face and photo.
Your personal information has become a gold mine for advertisers. CNN Technology Editor David Goldman explains how emerging technology may allow retailers and advertisers to identify you, track you, and market to you by scanning your face – all without your consent.
Some companies are putting this facial recognition technology in stores and restaurants. RedPepper, an innovative ad agency, has developed a camera that recognizes your face when you pass by and offers you deals as you walk through the door. RedPepper’s service requires a customer’s permission first, but other companies don’t. For example, Intel’s digital signage technology allows companies to tailor ads to you based on your age and gender.
In fact, there are no clear rules or laws regulating the use of facial recognition technology. While the Obama administration attempted to put voluntary guidelines in place by getting privacy advocates and industry players together, much still needs to be done to protect American consumers.