The Privacy Commissioner of Canada has launched an investigation into digital advertising practices involving facial detection technology near Union Station. This action follows multiple complaints from individuals concerned about privacy and surveillance issues linked to the technology.
The digital billboards in question are situated close to the Union Station bus terminal and are operated by Cineplex Digital Media (CDM). Recently, CDM was acquired by Creative Realities, a digital signage firm, which suggests a shift in the operational management of these advertisements.
According to information available on CDM’s website, the billboards are equipped with camera sensors designed to detect the faces of pedestrians passing by. CDM asserts that the technology employed is focused on facial detection rather than facial recognition. This distinction is crucial, as it implies the system does not store or identify individual images. The company claims that any detected images are deleted within milliseconds, thus minimizing the risk of personal data storage. Additionally, CDM states that the technology assesses only general demographic information, such as age and gender, to tailor advertising content more effectively to different audience segments.
Next to the billboards, there is a notice informing the public that their images may be captured while walking in the vicinity. This disclosure aims to maintain transparency regarding the use of facial detection technology in advertising.
The investigation by the Privacy Commissioner will delve into whether CDM's use of this technology complies with the Personal Information Protection and Electronic Documents Act (PIPEDA), which governs privacy rights and the handling of personal information in Canada’s private sectors. The privacy commissioner’s office has provided no additional details at this stage, indicating that further inquiries are ongoing.
The emergence of such technology raises significant questions about user consent and the ethical implications of gathering data from individuals who may not be aware of the process. As the investigation unfolds, it will be crucial to monitor how these practices align with Canadian privacy laws and the broader implications for digital advertising moving forward.
