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2011 | OriginalPaper | Buchkapitel

5. A Standard for Digital Signage Privacy

verfasst von : Harley Lorenz Geiger

Erschienen in: Pervasive Advertising

Verlag: Springer London

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Abstract

Privacy controls are essential for digital signage to maintain consumer trust as the medium continues to assimilate identification and interactivity technologies. Unless the industry adopts robust self-regulation, it is likely to face consumer backlash and reactive government regulation that may stifle innovation. The digital out-of-home industry as a whole should commit to comprehensive privacy standards based on the Fair Information Practices.

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Vorheriges Kapitel Activity-Based Advertising

Nächstes Kapitel Targeted Advertising on the Handset: Privacy and Security Challenges

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The Marketplace Station [29]. The policy makes no reference of the data collection systems integrated into some of Marketplace Station’s screens. See Digital Signage Today [12].

The POPAI Code permits one notice to cover one establishment. See POPAI Code of Conduct, p. 8. However, we believe a notice should be provided at each screen. One discreet notice in an isolated location within a large retail store full of labels competing for consumers’ attention is insufficient to provide notice for a digital signage network collecting data throughout the store.

This alone would be insufficient because consumers often do not observe signs like these (i.e., the max capacity sign in a supermarket), which can defeat the point of the notice. If consumers don’t observe the notice, they don’t perceive the data collection as transparent and there is no positive effect on consumer trust. Hence, the second layer of notice – on the digital signs themselves – should give consumers an additional opportunity to become aware of the data collection.

Since companies’ privacy policies are online, most consumers are likely unable to access them in the store. Also, consumers without Internet access should have the opportunity to read the privacy policy elsewhere. Keeping a hard copy in the establishment in which the sign is located is the most practical way for consumers to easily review the privacy policy offline.

The POPAI Code recommends that image or biometric data “should be stored for up to 3 months or the maximum period allowed by law.” See POPAI Code of Conduct, Pg. 6. It is unclear whether POPAI means that the data should be stored no longer than that period, or whether POPAI recommends that the data be stored regardless of whether there is a business need for it, so long as the law allows it.

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18.

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29.

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Titel: A Standard for Digital Signage Privacy
verfasst von: Harley Lorenz Geiger
Verlag: Springer London
Buch: Pervasive Advertising
Print ISBN: 978-0-85729-351-0

Electronic ISBN: 978-0-85729-352-7

Copyright-Jahr: 2011
DOI: https://doi.org/10.1007/978-0-85729-352-7_5

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