Federal Trade Commission Turns An Eye To Facial Recognition

Author:Ms Amy Malone
Profession:Mintz, Levin, Cohn, Ferris, Glovsky and Popeo, P.C.

This week the Federal Trade Commission released a best practices guide that outlines how companies using facial recognition can protect consumer privacy. The Commission continued to push the "privacy by design" model that it first promoted in its March 2012 report, "Protecting Consumer Privacy in an Era of Rapid Change."

The key areas targeted in the report are facial recognition technologies used on social networking sites, digital signs and sites that allow people to upload pictures and use those pictures to simulate changes in their appearance, like a haircut. In each area, the Commission stressed the privacy by design pillars of data security, transparency, consumer choice and data retention limits. The Commission gave examples of how companies could incorporate privacy by design in each of the target areas. One example was that stores using digital signs to snap pictures of customers could post information at the entrance of the store telling customers that photos of them may be taken in the store so customers can decide whether or not they want to enter the location. And social networking sites can inform users of how uploaded images will be used and give the users a chance to opt out of certain features. For instance, most members of Facebook upload images to share with friends and family (the Commission reported that in one month 2.5 billion photos were uploaded to Facebook) and do not realize they are freely contributing to the largest facial recognition database on the planet. The Commission suggested letting the user opt out of being part of the...

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