{"id":13372,"date":"2017-10-19T00:00:00","date_gmt":"2017-10-19T00:00:00","guid":{"rendered":"https:\/\/cms.fiveaa.com.au\/uncategorized\/westfield-caught-out-watching-customers-with-tiny-cameras\/"},"modified":"2017-10-19T00:00:00","modified_gmt":"2017-10-19T00:00:00","slug":"westfield-caught-out-watching-customers-with-tiny-cameras","status":"publish","type":"post","link":"https:\/\/cms.fiveaa.com.au\/news\/westfield-caught-out-watching-customers-with-tiny-cameras\/","title":{"rendered":"Westfield Caught Out Watching Customers With Tiny Cameras"},"content":{"rendered":"

Westfield is watching.<\/h3>\n

A malfunctioning advertising screen at a Westfield shopping centre in Canberra has lifted the lid on the technology the mall giant is using to watch customers.<\/h3>\n

The photo published by News Ltd<\/a> shows how small cameras on top of the ad screens detect shoppers\u2019 faces and record age, gender and mood.<\/p>\n

\"\"<\/p>\n

A Westfield spokesperson told news.com.au the data is collected for the benefit of customers:<\/p>\n

\u201cWe collect data primarily to effectively manage and operate our Westfield centres,\u201d she said.<\/h3>\n

\u201cOur intention with any data that we collect is to be able to better understand our customers\u2019 needs, and connect them with retailers in a more meaningful way.\u201d<\/h3>\n<\/blockquote>\n

Meanwhile Tim Norton from Digital Rights Watch says customers need to be told they are being monitored in this way.<\/p>\n

\u201cYes, there\u2019s an argument there about making their experience better so that your shopping experience can be more targeted,\u201d Mr Norton said\u2026<\/h3>\n

\u201cBut unless the user is actually OK with that and they sign off on: \u2018Yes I want to give you more data so that you can make my shopping experience better,\u2019 than it is underhanded.<\/h3>\n

\u201cThey need to actually be very upfront and transparent about what they\u2019re tracking and be open to their customers about that information,\u201d he said.<\/h3>\n<\/blockquote>\n\n