Facial recognition technology compares your unique physical features with photos or video to attempt figuring out who you are. It can prove helpful when catching criminals or tagging people in photos on social media. But how comfortable are you with retailers using this tech? Or what about a concert venue using it?
A recent Pew Research Center study shows the majority of Americans (56%) say they are OK with law enforcement using facial technology and trust them to do so responsibly. These folks may or may not have known about a recent investigation that revealed the FBI and ICE have been using facial recognition tools to scan through millions of driver’s license photos without consent. According to The Washington Post, the Federal Bureau of Investigation and Immigration and Customs Enforcement have been looking through states’ DMV databases, accessing photos of many people who have no criminal record. The Washington Post found these agencies using facial recognition to locate suspects in low-level crimes, with the FBI doing thousands of searches every month. Some local law enforcement agencies use the technology, although certain cities including San Francisco and Oakland, California, have banned the capability.
Pew Research Center found Americans aren’t so keen on having anyone other than law enforcement using facial recognition technology. Only 36% of respondents said they trust technology companies to identify someone based on a photo or video of their face. Facebook announced this month that facial recognition will be a completely opt-in feature for its users. Some people may like Facebook using this tool since it will notify them if it detects their face in a photo posted by someone else. But others even sued over the practice, wanting to require the social network to get consent before collecting and storing any biometric data.
Google has jumped into the debate by launching Face Match on its smart home display, the Nest Hub Max. The feature uses the camera to recognize which user is in front of it to show photos, texts and calendar details. This eliminates the need to log in, but the convenience isn’t enough to placate those worried about their privacy. According to Cnet, Google insists it doesn’t use any data to target advertisements, but if you still don’t like the option, you can disable Face Match in settings.
Amazon has something called Rekognition software that can estimate a person’s age, gender and how they’re feeling. Amazon claims to have improved accuracy detecting seven emotions: happy, sad, angry, surprised, disgusted, calm and confused. Various police departments and other companies have used or are currently using the software. The Washington County Sheriff’s Office, located in Hillsboro, Oregon, is the only law enforcement agency on Amazon’s list of Rekognition customers right now. The sheriff’s office claims the software has helped track down suspects much more quickly, and even identified a suspect in a cold case. Other companies using Rekognition include genealogy site FamilySearch, which is using the software to help users see which of their ancestors they resemble. C-SPAN uses it to identify who is speaking in congressional proceedings and a nonprofit called Thorn is using it to find sexually exploited children faster and stop the abuse.
Airlines are working with U.S. Customs and Border Protection to use facial recognition to get people through security more quickly. A camera will take your picture so that CBP can match it to the image it has of your passport. The agency told USA Today in a statement that the procedure is “simply replacing the current manual travel document comparison with facial comparison technology.”
Ticketmaster told investors last year it would start using facial recognition technology. The feature would associate digital tickets with a ticket holder’s image so they would be able to just walk into a show. But the website Ban Facial Recognition is fighting the idea, saying it could target fans for deportation, arrest and harassment.
The 2020 Tokyo Olympic Games will be the first to use facial recognition to allow accredited attendees like athletes, press and staff to get around more easily. Plus, organizers say it will help stop people from stealing or forging credentials.
Facial recognition technology is everywhere. Advertisers and other companies are using it to bring personalized experiences and other advantages to users. But it’s not always clear when it’s in use in the digital or real worlds. It’s important for all of us to know when a company is using the technology on us and to know our rights. It’s also up to you to decide if you think the convenience and fun of attending events is worth letting go of a little bit of privacy. If not, you’ll need to adjust some settings and opt out when you can — and don’t plan on being an Olympian in 2020.