Public spaces are different from websites: people cannot easily avoid a camera on a street, and they have not agreed to be analysed by it. Tools such as cameras, facial analysis, phone or Wi-Fi tracking, and location-based profiling can create serious privacy risks and may be unlawful without a proper legal basis. A generic opt-out is not enough. Before using any such technology, carry out a documented privacy impact assessment, get legal advice for the jurisdiction, and consider whether a less intrusive approach would achieve the same goal.

  • Inform people clearly: Use visible notices explaining what is collected, by whom, and why.
  • Minimize data collection: Prefer aggregated, anonymous data, and avoid capturing images of faces where possible.
  • Limit retention and secure data: Delete data as soon as it is no longer needed and protect it from misuse.
  • Assess vendors: Check how analytics providers process, store and share data, and how accurate their systems really are.
  • Engage stakeholders: Involve city authorities and privacy advocates to build trust and accountability.

Ethical practices build public trust. The table below summarises benefits and risks:

Aspect Potential Benefit Privacy Concern
Camera / facial analytics Audience estimates Surveillance, profiling, inaccurate or biased results
Location-based Targeting Timely relevance Tracking of individuals’ movements
Contextual content (time, weather, events) Relevance Low, as no personal data is needed