One-Way-Mirror Society: What has been done by industry regarding privacy?
The industry view of privacy has been officially articulated in a Recommended Code of Conduct for Consumer Tracking Methods that has been provided to the World Privacy Forum. The code of conduct is contained in full in Appendix A.
The code was created by members of POPAI, and took several years and went through several iterations. An early draft of the code of conduct contained a discussion of “passive consent” and active consent by consumers, among other issues. The final version outlines the technologies in use today, and lists those technologies in a general hierarchy of risk. For example, tracking a consumer’s path through a store is seen as a low privacy risk, but “Any method used to personally or uniquely identify consumers, when combined with loyalty program data, or 3rd party marketing data” is categorized as a high privacy risk.
The document represents an important first step in acknowledging the privacy issues inherent in the digital signage industry, however, the document does not begin to approach a point of reasonable tension between consumer interests and industry interests.
Roadmap: The One-Way-Mirror Society – Privacy Implications of the new Digital Signage Networks: VII. What has been done by industry regarding privacy?