The problem is that the camcorders leading a continuous survey of visitors were not labeled appropriately. According to the current legislation, all cameras should be equipped with visually conspicuous signs indicating that visitors' faces are being analyzed. According to the company, the store does not see a video or photo of its visitors. The system analyzes faces for sex, age, and dew.
Representatives of the store also stressed that this technology is used exclusively to determine the target customer and adjust to the current digital market. Many human rights activists and ordinary buyers were negatively disposed about the current innovation.
The main complaint is the violation of privacy and zero-transparency issue concerns both photos and video filming. At the moment, it is not known whether the video was recorded and analyzed personal data for further use. Glenn Tinley, a founder of Mexia One, who created software, said that all video cameras and technologies used should be labeled. According to Glenn Tinley, such systems are common in international airports and at various events. The system is very effective but should be visible to every user. The general user mood is predominantly negative. People do not want their data to be analyzed without their knowledge or permission. Of course, every action to recognize faces or generate current information about a user is possible provided that every visitor is informed.
This is the basic basis that is necessary for the activities of each such store. Despite public outrage, Andrew Buck, a confidentiality lawyer, said the company does not do anything illegal by law. Since this system does not store videos or photos of visitors, it cannot be held accountable. In the event that any content with user data would be stored on servers, this could be qualified as a legal violation. According to Andrew Buck, a store with a digital facial recognition system complies with all legal regulations and does not use the actual data for each user for commercial purposes. All data analysis is used solely to improve the services provided.