EPIC and FTC Square off Against Facebook?

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Since they’ve up and done it again, Facebook that is, they’ve stepped over another line which has prompted EPIC to petition the FTC to get involved. The feature that has stoked their fire? The facial recognition software which Facebook enabled to auto-tag members pictures.

The Electronic Privacy Information Center (EPIC) stepped forward and asked the FTC to become involved in the new software because the new service in their eyes is unfair and deceptive in it’s use and methods. They’ve called for the FTC to force Facebook to suspend the entire program until stronger privacy standards are put in place and the feature is set to opt-in only. Facial recognition software and technology has been a touchy point since Facebook announced they were beginning to test it in Decemeber, and they’ve decided to make it like the rest of their programs and make it opt-out; hence the attention of EPIC. The statement EPIC released on the issue:

“users could not reasonably have known that Facebook would use their photos to build a biometric database in order to implement a facial recognition technology under the control of Facebook”.

To change the tone a little, location based mobile services, including search and advertising, is projected to reach more than $10 billion in the next few years. Location based advertising has attracted a lot of negative attention lately namely because the privacy angle of how much data your phone stores about you. Both Apple and Google admitted that yes their phones temporarily store your location data but that information was obtained by triangulating your position using cell phone towers.

Location based advertising and marketing, say like flash sales for consumers in the area, is only just starting to become a lucrative angle for businesses. The full potency of how far the metric can take you and your business is only just starting to be realized. Google is far and away the leader of the pack in mobile search, and with a click through retention rate of more than 75%, mobile search advertising is becoming the newest marketing tool for businesses everywhere.