Amazon proposes regulatory guidelines for facial recognition

Amazon Supports Facial Recognition Legislation

"We support the calls for an appropriate national legislative framework that protects individual civil rights and ensures that governments are transparent in their use of facial recognition technology".

After concerns have been raised over possible discrimination and civil rights violations, AWS noted that it consistently tests its facial recognition to optimize the benefits and weigh the potential risks.

In his blog post Thursday, Amazon Web Services VP of Global Public Policy Michael Punke suggested such legislation should be handled at the federal level.

In less controversial settings, facial recognition tech is also used to unlock Apple iPhones using the Face ID feature and to check travelers' identities at government kiosks at USA airports. In law enforcement identification scenarios or others that could threaten civil liberties, presumably such as at border crossings, Amazon recommends using a confidence threshold of 99 percent. Punke writes that facial recognition matches should not be the sole determinant for making arrests or identifying persons of interest in a criminal investigation.

"There is no legal mechanism to stop misuse of facial recognition technology in India", Pavan Duggal, one of the nation's top cyber law experts, told IANS, adding that the Information Technology Act does not specially deal with misuse of this technology.

The use of this technology and calls for its restricted rollout were first reported in 2018 when Amazon was accused of trying to sell the Rekognition software to USA officials.

Amazon is taking an active role advising lawmakers on legislation that would govern facial recognition technology, like the Seattle tech company's own Rekognition software. "Best practices" should be developed, implemented, and taught.

Totally tight-lipped about its newly reported policy of collecting seller facial videos, Amazon also refused to elaborate on whether it had gone to make the required changes to its seller agreements and privacy policies before collecting and storing biometric data.

However, not everyone believes Amazon is acting in good faith. The person shared details of the prompt with Buzzfeed anonymously.

Amazon.com might be experimenting with a new seller verification programme which requires sellers wishing to register across its site to record a five-second video of their face. "The video will be encrypted and stored for identification goal".

The technology is particularly prone to misidentify people of different ethnicities, civil liberties groups argue.

Sellers have previously verified their identities with documents such as state-issued ID, a business bank account statement, a utility bill statement, or data such as a business address or tax ID.

In the case of Amazon, what is very obvious however is that the giant is determined to rid its platform of sellers who go on to create multiple accounts, ghost or stealth accounts.

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