Facial Recognition Rules to be Influenced by Marketers and Tech Firms

If some consumers think it’s creepy that technology like the Samsung Galaxy mobile devices and Microsoft’s Xbox One are watching them, well, many marketers and tech titans are hoping to watch a lot more closely. In fact, they’re hoping to be able to recognize viewers’ faces and serve targeted ads and experiences based on the people looking at their screens.

And, according to a report from Bloomberg today, marketers and technology firms will be helping write the rules governing use of this emerging facial recognition technology.

According to the report, the U.S. Department of Commerce has invited firms like Facebook and Wal-Mart, as well as privacy groups and other stakeholders, to meetings that will produce a draft of facial recognition privacy regulations. That draft will then be presented for public comment.

Do you think it would be a net positive if your ad could recognize your customers just by them looking at the screen? What about prospects who may not know that you know who they are? Could this be the straw that breaks the privacy camel’s back? Let us know what you think in the comments.

Thorin McGee is editor-in-chief and content director of Target Marketing and oversees editorial direction and product development for the magazine, website and other channels.
Publish date: December 17, 2013 https://dev.adweek.com/performance-marketing/facial-recognition-rules-influenced-marketers-tech-firms/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT