Canada’s Privacy Commissioner Investigates Facial Detection Ads in Toronto

The Privacy Commissioner of Canada has initiated an investigation into facial detection advertisements displayed near Union Station in Toronto. This decision follows concerns raised by social media users who observed billboards claiming to utilize facial recognition technology for audience analytics. The investigation aims to assess compliance with Canada’s privacy laws, specifically the Personal Information Protection and Electronic Documents Act (PIPEDA).

Details of the Investigation

The inquiry was prompted by complaints from individuals who questioned the ethical implications of the technology. According to a statement from the Privacy Commissioner’s office, Philippe Dufresne is leading the investigation into the digital signs that reportedly use facial detection software. The digital signage is managed by Cineplex Digital Media, which was recently acquired by Creative Realities, a firm specializing in digital signage solutions.

Last month, a user on Reddit shared images of the billboards, which included a message indicating that the software captures anonymous data. The sign stated, “This media unit runs anonymous software, used to generate statistics about audience counts, gender and approximate age only.” It further assured that no personal images or unique data are retained, as any images processed are deleted within milliseconds.

Despite the recent scrutiny, a representative from Cineplex Digital Media confirmed that these billboards were installed approximately three years ago. Jeevan Vivegananthan, a spokesperson for the company, emphasized adherence to privacy guidelines, stating, “We strictly adhere to the guidance provided by the Office of the Privacy Commissioner of Canada, ensuring that our technology is used ethically, responsibly and in compliance with all relevant privacy laws and regulations.”

Current Status of the Investigation

The Privacy Commissioner’s office has indicated that further details cannot be disclosed at this time due to the ongoing nature of the investigation. The findings will determine if the use of facial detection technology aligns with federal privacy legislation designed to protect personal information in the private sector.

As public awareness of privacy issues continues to grow, this investigation highlights the critical balance between technological advancement and individual privacy rights. The outcome will likely influence how similar technologies are deployed in public spaces across Canada and potentially beyond.

For now, residents and visitors in Toronto remain watchful as the investigation unfolds, reflecting broader concerns about privacy in the digital age.