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FACEBOOK FACE RECOGNITION : IS IT A CURENT TREND OR VIOLATING PRIVACY?


In this era of social media, a lot of things happened. There is the fun part, there is the sad part, even the dark part. This dark part including stealing our privacy when we’re surfing on the internet. Facebook has been known as one of the biggest social media platform thats been together with us since 2004. A lot of social media comes after such as Twitter and Instagram which is no less competitive than Facebook. That makes Facebook want to developed more feature in their platform, one of the is face recognition.


So, what is face recognition? Facial recognition is a biometric software application capable of uniquely identifying or verifying a person by comparing and analyzing patterns based on the person's facial contours. Facial recognition is mostly used for security purposes, though there is increasing interest in other areas of use. For example, Apple’s iPhone X above can unlock itself when we point our face to the phone. 

In Facebook, there’s this feature where we can post a photo and tag a friend of ours but we have to do it manually. Recently, in the late 2017, Facebook announce that they also have the face recognition feature. How does it work? When a Facebook user with either “tag suggestions” or “face recognition” turned on is tagged in a photo, the social network’s machine learning systems analyze the pixels of the face in the image, creating what’s called a “template.” Facebook describes the template as a “string of numbers,” but each user is assigned a template that’s unique to them. That is very smart of them. Facebook made an announcement along with a notification for each user’s account that looked like this :

A lot of people tought that this is violating their privacy even though Facebook said that we have the control over it. But still, some people have been wondering what is Facebook wants to do with their faces. For example, in the United States, Facebook is fighting a lawsuit brought by Illinois residents claiming the company’s face recognition practices violated a state privacy law. Damages in the case, certified as a class action in April, could amount to billions of dollars. Privacy expert said that Facebook get a company benefit with this facial recognition. Facebook’s plan to analyze your face don’t stop with photos and authentication. As reported by WWD, the social media giant wants to monetize facial recognition further with what it calls “augmented commerce.” The idea is to help brands transform simple Facebook ads into interactive AR experiences. The problem? No one knows what Facebook or its ad partners will do with the data gained from scanning your face.

Ave Maria Georgina C.
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