While facial recognition technology has traditionally been used to improve security measures for the general public, it’s seen growing use in business applications such as advertising. And despite its undeniable benefits to business, concerns regarding consumer privacy and data protection linger on.

In his article, Samuel Hodge notes legal implications and ethical concerns arising from the increased public surveillance and possible misuse. Not only do some consumers feel that “big brother” is watching, but database flaws have also resulted in a disproportionate number of misidentification and wrongful incarceration of members from the Black community. 

Considering these implications, Hodge believes that growing pressure will be placed on legislators to intervene as businesses expand use of the technology.