Have you ever wondered if the stores you shop at are watching you? Not just with security cameras. With something more advanced and creepy.
Something that can recognize your face and identify who you are, where you live, what you like, and what you buy. Something that can track your every move and use your data for their own benefit.
Well, guess what? They are. That’s right, some of the biggest retailers in this country are secretly using sneaky facial recognition technology in their stores.
Credit: Fight For The Future
What is facial recognition technology?
Facial recognition technology is a type of biometric identification that uses cameras and software to analyze and match your facial features. You may already be using this type of tech to unlock your phone or verify your identity. What you may not know is that some stores are using facial recognition technology to monitor you and your behavior without your permission or knowledge.
Which retailers are using facial recognition in their stores?
According to a recent report by Fight For The Future, a nonprofit group that fights for digital rights, some major retailers in the U.S. are currently using facial recognition technology in their stores, including Macy’s. A Macy’s spokesperson had this to say:
At Macy’s, the safety of our customers and colleagues is always our top priority. In select stores we use advanced technology, including facial matching, in conjunction with other security methods, to ensure a secure shopping experience. Appropriate notice is provided via signage on the premises.
The report also warns that many other retailers may be using facial recognition technology in the future or have already tested it in the past.
Why are stores using facial recognition technology?
Well, they have different reasons, but it all boils down to one thing – money. Some stores use facial recognition technology to prevent shoplifting and fraud by scanning the faces of customers and comparing them to databases of known criminals or suspects.
Some stores use it to collect data for marketing purposes by scanning the faces of customers and analyzing their demographics, preferences, and behaviors.
Other stores use facial recognition technology to enhance customer experience by scanning the faces of customers and offering them personalized recommendations, discounts, or greetings.
What’s wrong with using facial recognition in stores?
It depends on who you ask. For most Americans, it’s a huge invasion of privacy. When you go to a store, you don’t expect to be scanned by a hidden camera that can identify you, track you, and collect your data. You don’t get to choose whether you want to be scanned or not. You don’t get to know how your data is used, stored, shared, or sold.
Some cities and states ban or limit facial recognition technology
Facial recognition technology poses risks to privacy, civil liberties, and human rights. That’s why some cities and states in the US are already taking steps to ban or limit the use of it by law enforcement or government agencies.
For example, New York has made a permanent moratorium on the use of facial recognition technology in state schools, while a group of lawmakers has reintroduced a bill that would ban federal agencies from using facial recognition technology and other biometric surveillance technologies.
These actions are in line with the calls from human rights groups and experts to stop using facial recognition technology in public spaces and at borders, as it is not compatible with international human rights law.
Kurt’s key takeaways
The use of facial recognition technology in stores is a threat to our privacy. We should not have to trade our personal data for convenience or security. We should have the right to know and control how our faces are scanned, used, and shared by retailers.
I also believe we should be given the choice of whether we want to participate or opt-out. We should demand more transparency and accountability from the companies that use this technology and the governments that regulate it.
How do you think stores should notify you if they are using facial recognition technology? Should they be able to use it without your consent? How concerning is this issue to you? Let us know by commenting below.
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5 comments
Scanning someones face at a department store is the same as taking a photo and using it without your consent. This should be illegal because you know they are going to sell this th 3rd parties. Anything we can do to stop this?
A total invasion of individual privacy. I will not patronize any retail store that uses faciàl recognition technology. The only time it is acceptable is public transportation. Public venues public schools or secure government facilities. We are letting criminals freely cross our borders unchallenged. I fought in war to keep our country free invaders set forth in our laws. Feckless criminal politicians are to blame. So they acquiesce to lobby interests to give away our privacy. I traveled the world and saw invasions happening and knew it would be slipped in here quietly. Wake up woke people!
EACH state should pass a law stating it is illegal to do so without the express consent of the individual customer or at the very least be required to post in the front of such stores – in large letters – that said store is doing so. The customer can then decide to conduct business with said store or boycott it.
A total invasion of privacy! Don’t we have enough concerns with computer hacking and scams, trying to access our personal information. This policy should be banned by all establishments.
I don’t think stores should be able to use this and if they searched for criminal involvement isn’t their job. And if it’s all bout the money (which it is) people are broke right now stop it.