Scan, Spot, Surveil

For some time now, reports have surfaced about cameras embedded in digital advertising screens at train stations, airports, and shopping centers.

This raises an important question: why are they there, and what does this mean for privacy?

According to operators of these advertising systems, the primary purpose of these cameras is to provide advertisers with valuable insights. They track how many people view an advertisement, how long they engage with it, and in some cases, demographic attributes such as age range and gender.

While this data is often presented as anonymous and aggregated, the increasing sophistication of artificial intelligence raises concerns. Can these systems recognize and track individuals over time?

What happens to the collected data, and who has access to it?

Is It Legal?

The legality of such surveillance depends on the jurisdiction and the level of personal data being collected. Many data protection authorities worldwide emphasize one key factor: does the data include personally identifiable information?

If cameras merely capture silhouettes or anonymized movement patterns, they may be considered compliant with privacy regulations.

However, if they record recognizable faces or use biometric identifiers, such as gait analysis or facial recognition, they could violate data protection laws, including the GDPR in Europe, the CCPA in California, or similar regulations elsewhere.

Customer Screening and Retail Surveillance

A Belgian consumer rights blog highlights that customer surveillance extends beyond digital billboards:

Retail stores have been engaging in various forms of customer screening for years. Some loyalty programs and warranty services request identification, leading consumers to unknowingly surrender personal details.

Advanced surveillance systems can now analyze facial features, hairstyles, eyewear, and age-related attributes to tailor marketing strategies. This data is particularly valuable to advertisers in sectors like fashion, cosmetics, and eyewear.

The public is often unaware of how much personal data they leave behind while shopping. This underscores the importance of being mindful of privacy risks—for example, reconsidering handing over an ID for non-essential purposes.

The Ethical Dilemma of AI-Powered Surveillance

Technology frequently outpaces legislation. While artificial intelligence offers immense potential, it also necessitates ongoing scrutiny. The use of AI in public and commercial spaces presents ethical dilemmas regarding consent, data retention, and the right to anonymity.

As surveillance methods grow more advanced, so does the need for transparency and regulation. Consumers should remain informed and demand accountability from companies and regulators alike.

The question remains: in a world of ever-increasing monitoring, how much privacy are we truly willing to sacrifice?