Ads at Toronto’s Union Station May Be Monitoring You Now

BREAKING: Ads at Union Station in Toronto could be watching you back! Over the weekend, outrage erupted after a Reddit user revealed that digital billboards at this busy transit hub are employing facial detection technology to tailor advertisements based on viewers’ characteristics.

The billboards, operated by Cineplex Digital Media (CDM), display a notice stating that they use “anonymous software” to gather statistics on audience counts, gender, and approximate age. Despite assurances that “no images and no data unique to an individual person is recorded,” experts are raising urgent privacy concerns.

A spokesperson for CDM confirmed that they consulted the Office of the Privacy Commissioner of Canada (OPC) about their technology, asserting compliance with privacy guidelines. However, critics argue that the concept of “anonymous” data collection is misleading, especially when sensitive information like age and gender is being acquired without explicit consent.

“The justification for the technology is that no personally identifiable information is being stored,” said Charles Finlay, executive director of the Rogers Cybersecure Catalyst at Toronto Metropolitan University. He added, “But we have to trust the private company that that is what’s happening,” raising fears of potential privacy violations.

While many U.S. cities have banned facial recognition software, it remains largely unregulated in Canada. CDM emphasizes that their technology does not use facial recognition but rather facial detection, identifying the presence of a face rather than tracking individuals. However, this capability still raises questions about how much data is being collected and retained.

As CDM aims to provide more relevant advertising, the aggregated information about viewers’ age and sex is stored, despite the company’s claims that no images are kept. This creates a troubling scenario where individuals may not be aware their data is being recorded, putting privacy at risk.

Experts like Rozita Dara, an associate professor at the University of Guelph, warn that any data collection carries inherent risks. “As soon as companies start collecting extremely sensitive information like this, they have to ensure best practices are in place,” she noted. The pressing issue remains the lack of “explicit, transparent consent” from the public.

This isn’t the first time privacy concerns have been raised over such technology. In a notable incident in 2020, federal privacy commissioners investigated Cadillac Fairview for using facial recognition software to record images of 5 million shoppers in malls across Canada. The outcome highlighted the importance of obtaining meaningful consent, a requirement that CDM’s approach has been criticized for lacking.

In response to the new scrutiny, CDM claims their technology is fundamentally different from previous applications like those of Cadillac Fairview. They reiterate adherence to Canadian privacy laws and industry standards, emphasizing ethical use of their technology.

As this situation develops, the broader implications for privacy rights in public spaces are becoming increasingly urgent. Citizens are advised to remain vigilant and informed about how their data may be used without consent.

What’s next? The ongoing debate around privacy and surveillance technology in public areas is likely to gain momentum. Authorities and privacy advocates are expected to amplify their calls for clearer regulations and stronger protections for individuals as technology continues to evolve.

Stay tuned for updates as this story unfolds, and share your thoughts on the implications of this technology.