The Digital Signage Federation has released privacy standards. From the introduction:
The Digital Signage Federation (DSF) believes the time is right for an industry-wide commitment to strong privacy and transparency standards. Such standards can help preserve public trust in digital signage and set the stage for a new era of consumer-friendly interactive marketing. Incorporating privacy into digital signage business models and data management practices is the best way to prevent privacy risks before they arise. It will likely be less expensive for digital signage companies to integrate privacy controls now, while identification technologies are still relatively new to the industry, than it will be to retrofit privacy protections onto future systems. How digital signage companies handle the privacy issues they face today will affect the way the public, regulators and advertiser clients perceive the industry – as well as the industryʼs direction in the future.
From the standards:
DSF recommends that companies provide privacy protections that correspond to the sensitivity of the information they maintain. For example, companies should obtain consumersʼ opt-in consent before collecting directly identifiable or pseudonymous data.
Directly identifiable data includes what was once referred to as PII:
o Telephone number
o Date of birth
o Social Security Number
o Driverʼs license number
o License plate number
o Email address
o Bank, credit card, or other account number
o Biometric data, such as unique data points captured via facial recognition systems
o Images or voice recordings of individuals.
In addition to directly identifiable data, companies should extend privacy protection to pseudonymous data – any data that could reasonably be associated with a particular consumer or a particular consumerʼs property, such as a smart phone or other device, or any other unique identifier.
Read the standards on Digital Signage Federation.