Recently, the Facial Recognition technology was put on hold because of misunderstandings between the representatives of the National Telecommunications and Information Administration, advocates of ethic privacy issues and leaders of various important companies that are willing to implement it. Associations such as American Civil Liberties Union or the Electronic Frontier Foundation have tried over the passed year to reach an agreement with the representatives of several huge technology and consumer groups and even after twelve sessions, the results look pretty bad.
The innovative technology will certain not be put into use any time soon, because during the discussions, the leaders were unable to devise a common code of norms that would regulate the implementation of this ground-breaking technique and effects on human life.
The Consumer Bill of Rights strictly stipulates rules regarding the privacy of persons with relation to the commercial services and rules enforced by different companies, and the stipulations had not been met.
Jennifer Lynch, part of the Electronic Frontier Foundation declared to the public that it is a basic human right for a person not to be publicly recognized, without risking of being tracked down by various companies that would identify them according to their facial features. If the companies have not even agreed to this basic privacy aspect, there is no further point in continuing the discussions until they will change their position with respect to this matter.
Biometric recognition will surely be put to many uses, and the first applications that already employ it are ready to be launched, such as the Facebook Moments app that will immediately recognize all the persons in a photography and identify them by tagging. The resolution for this problem is not as simple as turning the Tag option off. The persons must give their own express consent and fully understand the consequences which might arrive from here.
A marketing aspect that involves the further usage of this data is the real danger here. This is a very powerful and complex technology and its implications and effects cannot be fully evaluated at the moment yet. However, industry companies are doing their best to speed up this process.
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