Consumers Have No Constitutional Protection From Facial Recognition (Internet Evolution)
Over the past decade, marketers have increasingly relied on facial recognition technology (FRT) to create personalized advertisements. FRT depends on complex algorithms to identify a person by measuring the size, angle, and distance between a person’s facial features. FRT then uses this information to search a database of similar features and matches the image to a stored reference photo. Within seconds of capturing an image, FRT can detect and identify a single person in a crowded public area.
Unlike earlier discussions of the use of facial recognition technology used to ascertain demographic characteristics rather than a unique identity, this article discusses true facial recognition in advertising.
Other posts containing longer comments on demographics vs. identity with respect to facial recognition:
Burgeoning Facial Recognition: How come no pitchforks?
FTC Freestylin’ on Face Recognition