The business of biometrics | Madhumita Murgia | TEDxGateway

Summary

In 2015, an ad campaign in Hong Kong used DNA from litter to create facial likenesses of individuals, raising awareness about littering. This incident serves as a broader cautionary tale about how companies collect and use our data. The script delves into how our internet behaviors and even biometric data, like DNA, voice, and facial recognition, are commodified by companies such as Facebook and Amazon. It warns of potential abuses and calls for stronger global regulations to safeguard personal data, urging individuals to take action to protect their privacy.

Takeaways

• 😲 In 2015, an ad campaign in Hong Kong featured life-sized 'most-wanted' posters of people's faces generated from DNA collected from litter, highlighting the potential of biological data collection.
• 🧬 The DNA used for the posters was gathered from discarded items like cigarette butts and chewing gum, then processed to recreate faces, showing how personal data can be derived from seemingly harmless objects.
• 👁️ This campaign, created by Ogilvy & Mather, was meant to raise awareness about littering, but it also demonstrated how easily biological data can be collected and used without consent.
• 📊 Companies like Facebook, Google, and Amazon have turned user data into a valuable commodity, collecting and trading information on behaviors, preferences, and personal details in exchange for services and convenience.
• 🔍 The collection of internet data by companies has expanded to track everything from browsing habits to weekend plans, revealing personal information such as political beliefs, health status, and financial circumstances.
• 🧑‍💻 Biometric data—including DNA, facial features, voice, and fingerprints—can identify individuals for life and can be misused if it falls into the wrong hands, making it a particularly sensitive form of data.
• 📱 Technologies like Apple's Face ID, Facebook's facial recognition, and Amazon's Alexa gather biometric data to provide personalized services, but they also introduce privacy risks, such as potential abuse or hacking.
• 🗣️ Voice recognition can reveal personal characteristics like height, weight, and psychological state. Devices like Amazon Echo or Google speakers can record and store conversations, sometimes without users' awareness.
• 🧑‍⚖️ The legal frameworks surrounding biometric data are still evolving, with countries like India limiting access to biometric databases, while the U.S. lacks comprehensive federal laws to regulate its use.
• 🚨 As biometric data becomes more widely used, there is an urgent need for global standards and laws to protect individuals' privacy and prevent the misuse of sensitive biological information.

Q & A

What was the unusual sight in Hong Kong during the summer of 2015?

In the summer of 2015, people in Hong Kong encountered life-sized most-wanted portraits of their own faces on billboards around the city.

Why were these individuals' faces displayed on billboards if they were not criminals?

The billboards were not photographs but computer-generated likenesses of the individuals' faces based on their DNA found on litter around the city. This was a campaign by Ogilvy & Mather to raise awareness about littering.

How did the creators of the posters generate the faces?

The creators collected DNA from litter such as cigarette butts, chewing gum, and chocolate wrappers, and used special software to recreate the faces of the litterers.

What was the purpose of this campaign beyond raising awareness about littering?

The campaign served as a reminder of what private companies can find out about individuals by accessing their biological data.

How do companies track individuals' internet habits?

Companies track individuals' internet habits by logging every click and converting it into behavioral data, which can reveal personal preferences, hobbies, political views, and more.

What is the value of biometric data in the data market?

Biometric data such as DNA, facial recognition, voice, and fingerprints is one of the most unique forms of data as it identifies an individual for life and cannot be changed once shared.

What are some examples of biometric data being used by companies?

Examples include Apple's Face ID for unlocking smartphones, Facebook's use of facial recognition in photos, Amazon Echo and Google speakers recognizing individual voices, and health tracking devices like Apple Watch and Fitbit collecting health data.

How can biometric data impact unexpected events?

Biometric data can influence the price of health insurance, university admissions, election outcomes, and more, as it can be used to micro-target individuals based on various characteristics.

What are some concerns regarding the security and ownership of biometric data?

Concerns include the security of biometric data, who owns it, who can access it, and what rights individuals have over the collection and use of their own data.

What actions can individuals take to protect their biometric data?

Individuals can turn off facial recognition in social media settings, decline to use voice recognition with banks, and demand the safeguarding of their biological data through national laws and global standards.

Why is a global set of standards for biometric data protection important?

A global set of standards is important to protect not only the current generation but also future generations from the potential misuse of biometric data, given its irrevocable and lifelong identifying nature.