Published by LawTechie - August 14, 2012 - LawTechie

FacebookBack in February I reported on Facebook’s new facial recognition technology and how consumer groups have urged “opt-in” policies for companies who use the tech in connection with marketing purposes. Now the Daily Mail reports of a new Facebook powered camera that uses the technology to identify consumers and to offer them special deals:

Called Facedeals, the camera uses photos uploaded to Facebook to recognise people as they walk in.

Shoppers who agree to use the system, which has not been developed with Facebook, will be offered special deals.

It is good to hear that the system works on essentially an opt-in basis (e.g., “shoppers who agree to use the system”), and the opt-in policy is mirrored on Facebook’s side as well:

The Facebook camera requires people to have authorised the Facedeals app through their Facebook account.

This verifies your most recent photo tags and maps the biometric data of your face.

Of course, given Facebook’s propensity for the occasional privacy-violating bug, or the less than occasional poorly-announced (and often questionable) privacy policy change, this new development is worth following and a big heads up for the privacy inclined.

LawTechie is a blog focusing on trends in tech and digital media. Areas covered include intellectual property, cyberlaw, venture capital, transactions and litigation as they relate to the emerging sectors. The blog is edited by the firm's partner Tim Bukher with contributions from the firm's experts in their respective areas of law.


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