The Walt Disney Company is currently entangled in a class-action legal battle regarding its implementation of facial recognition technology at the entrances of its Disneyland theme park. Allegations in the lawsuit suggest that Disney has violated visitors’ privacy rights and consumer protection regulations by not adequately disclosing the use of biometric data collection. The legal action was initiated by Blake Hunter Yagman, a New York-based attorney, on behalf of lead plaintiff Summer Christine Duffield, a parent from California who recently visited Disneyland and Disney California Adventure Park with her children.
Disneyland has introduced facial recognition technology at the entrances of Disneyland Park and Disney California Adventure Park as a means to enhance reentry convenience and prevent fraudulent activities, according to the company’s online statement. Images captured at the facial recognition entrance points are compared with those taken when tickets or passes were first used, with the images being converted into unique numerical values. Disney has assured that the data is deleted within 30 days, unless it needs to be retained for legal or fraud-prevention reasons.
Despite the implementation of new signage to inform guests about the facial recognition technology and the provision of separate entrance lanes for individuals opting out of facial recognition, the lawsuit claims that the signage is easily overlooked and the alternate entrances are insufficient and unclear. The lawsuit highlights the risk associated with biometric data being linked to personal information like credit cards or government-issued identification, potentially leading to fraudulent activities if compromised.
The legal action advocates for guests to have the explicit option to consent to the use of facial recognition technology, emphasizing that the responsibility for protecting privacy rights should not rest solely on the individuals. The class-action lawsuit is seeking a minimum of $5 million US in damages.
