A recent development in the UK has sparked controversy and raised concerns about privacy and surveillance. The introduction of digital billboards with a sinister twist has left many feeling uneasy.
Hundreds of apartment blocks now feature these billboards, equipped with cameras that track viewers' responses to advertisements. Civil liberty campaigners are calling out this practice, describing it as "creepy as hell".
The supplier, 30Seconds Group, justifies the use of cameras by claiming it allows them to measure "occupant engagement" from residents who are considered a "captive audience" while waiting for their lifts.
But here's where it gets controversial: potential advertisers are promised an average of 30 seconds of viewers' attention, creating an ideal platform for impactful and memorable content. The group aims to install these noticeboards, complete with cameras, in 1,000 buildings by the end of the year.
One resident, Conor Nocher, has voiced his concerns. He complains about the £209 monthly service charge for his studio flat, which includes funding for these billboards that display unwanted advertisements.
Nocher said, "Allowing crypto, alcohol, and gambling ads in residential properties seems absurd and inappropriate. There's no opting out.", adding that he's wary of the cameras in the devices.
And this is the part most people miss: even if the cameras are not activated in some buildings, the mere presence of them raises privacy concerns. Nocher believes residents are being tracked, citing the statements of the 30Seconds Group boss.
Jesse Liu, the managing director, explained their business model, stating, "Our selling point is knowing our audience. All displays have cameras for demographic data and occupant engagement tracking.", revealing plans to expand to 2,000 sites by next year.
A spokesperson for Places for People, the parent company of RMG, assures that residents are not being spied on as the cameras are not operational. However, emails to Nocher confirm that installation and running costs are covered by residents' service charges, amounting to £2.60 per resident annually.
The screens are primarily digital noticeboards, providing updates in an environmentally friendly manner, according to the spokesperson. Despite some positive feedback, Nocher claims he hasn't found any neighbors who support the idea.
Big Brother Watch, a civil liberties group, has also spoken out, with Jake Hurfurt stating, "These noticeboards are creepy. Scanning tech has no place in our homes. It's surveillance capitalism at its worst.", adding that residents should not have to pay to be watched.
The question remains: should we allow such invasive technology in our personal spaces? What are your thoughts on this controversial issue? Feel free to share your opinions in the comments below!
