Face recognition in stores can become a reality - Data Inspection is critical

Collecting personal data is controversial, not least in terms of so-called body data about people's bodies and how they look.

Despite this, for example, facial recognition in commercial contexts can become a reality, and as early as July it will open a store in Stockholm where facial recognition should give the customer a more "personal" shopping experience.

- We want to create a new type of store where you get better personal service. We want the customer to avoid queues, the cash registers to be removed and the staff to know your name, says Linus Kaasik, co-founder and investment manager at Nordic Tech House, to SVT News.

How personal data is handled is a question that lies on the Data Inspectorate's table, and the regulations are mostly restrictive. The data inspection is critical to face recognition in stores, and for several reasons.

- It can be illegal for a number of reasons, for example when you do not have a legal basis and for private actors a valid consent is usually required, says lawyer Jenny Bård.

- In addition, it is not possible as a legal basis when it comes to monitoring employees in the stores after an employer is not allowed to make such an agreement with his employees, she adds.

Collecting the data in accordance with the rules can be difficult. You have to have special reasons for it, and marketing purposes are probably not enough, Bård believes.

There is no general ban on the collection of facial data today and neither is the inspection being developed. But you are urging stores that want to collect such personal data to first contact the Data Inspectorate.

The authority has not had any contact with Nordic Tech House so far, she says.

- It is up to private players to ensure that they are not negligent about the information they collect, but we would love to see them consult us, says lawyer Jenny Bård.

But the fact that technology is developing faster than laws are written is a known hassle, and stopping the possible crimes of private actors can be difficult. That said, in the long run, it is difficult for players to live up to future requirements, Bård believes.

- It looks difficult. As a customer you have the right to be at peace and the risk of the data falling into the wrong hands is great.