Two Senators introduced the Facial Viscosity Protection Act on Thursday, which was designed to prevent companies from collecting customer facial recognition data and using it without their consent.
This would mean that companies could not use facial recognition to identify and track customers who enter their stores when they are not given permission.
Face recognition is a powerful technology that enables businesses and government agencies to identify people by their image alone. It is mainly used by the police, but more and more companies are using the technology.
If adopted, the proposed law would be the first federal law on facial recognition and privacy. The bipartisan law was introduced by Sen. Roy Blunt, a Republican from Missouri, and Brian Schatz, a Democrat from Hawaii.
"Our faces are our identities, they are personal, so it's the responsibility of companies to ask people for permission before they track their faces and analyze them," said Senator Schatz in a statement.
The demand for facial recognition regulation is coming not just from the legislature – tech giants in Silicon Valley have also warned of the potential to uproot your privacy. These include Brad Smith, the president of Microsoft, who supported the proposed law.
In a statement, Smith said facial recognition had to be "regulated to protect against prejudice and discrimination, to protect consumer privacy, and to uphold our fundamental democratic freedoms."
Proponents of privacy have also opposed the use of facial recognition, which has the potential to track and track the location and shopping habits of a person over time.
In addition, companies often share and sell these biometric data because there are no limits to technology.
The bill would require companies to notify users when facial recognition is used and mandatory testing to address accuracy and distortion issues.
If this were to succeed, companies would prevent facial recognition data from being sold to third parties without approval.
"Consumers are increasingly concerned about how their data is collected and used, including data collected through facial recognition technology," Sen. Blunt said in a statement.
This is the first federal draft bill to come soon. Commercial face recognition has state laws that are similar to the law of Schatz and Blunt.
In Illinois, there is a law protecting biometric data that prevents companies from collecting data such as your fingerprints and facial recognition without your consent.
Until a federal law passes face recognition, companies can continue to use the technology and sell that data.
"We are earning clear rules and limits on how our faces can be analyzed, identified and tracked over time," said Chris Calabrese, vice president of policy at the Center for Democracy and Technology, in a statement.
You can read the full bill here: