Online Privacy News and Views
Last week we learned that a marketing start-up Renew has been trialling the use of tracking technology on the streets of London – through wifi enabled recycling bins. The news of this activity caused quite a stir, to the point that within a few days, the City of London Corporation, the local government body, ordered the data collection to stop just a few days later, and asked the Information Commissioners Office, the UK’s privacy regulator, to investigate a potential breach of the law. See – City of London smartphone tracking wi-fi usage banned. However, the question of the legality of the activity is only part of the story, what is perhaps more interesting is the potential for reputational damage that results from such covert tracking activity.