Ring’s Super Bowl Ad Generates So Much Backlash It Has Ended Its Partnership With Flock Safety

from the millions-well-spent dept

Eight million ways to die.

According to AdWeek, the price for a 30-second commercial during Super Bowl LX has soared to $8 million, after NBC opened in the summer by offering spots for $7 million. As AdWeek notes, “due to demand, the company has already reached its cap for the number of spots that were available for advertisers to buy during the upfront season.”

$8 million for 30 seconds sometimes means turning a niche product into a national phenomena. The 30 seconds purchased by Ring went the other way. If you want to see how $8 million can be used to promote mass surveillance enabled by consumer products, here you go:

Sure, it looks pretty innocuous. And what could be better than turning Ring and Flock Safety’s network of cameras into a digital proxy for posting “LOST DOG” signs all over the neighborhood? Well, as it turns out, pretty much everyone saw how problematic this offering was, especially considering what’s already known about Ring, Flock Safety, and both companies’ rather cavalier attitude towards privacy and other aspects of the Fourth Amendment.

To begin with, the “Search Party” feature that allows people to access recordings and images captured by other people’s cameras is already on, which likely comes as a surprise to owners of these devices. Here’s what The Verge’s Jennifer Tuohy discovered last October, shortly after Ring announced its partnership with Flock Safety — a company best known for allowing cops to hunt down people seeking abortions and/or allowing federal officers to perform nationwide searches for whoever they might be looking for (which, of course, would be anyone looking kinda like an immigrant).

[I]t turns out that Search Party is enabled by default. In an email to customers this week, Siminoff wrote that the feature is rolling out to Ring outdoor cameras in November and noted, “You can always turn off Search Party.”

I checked my cameras this morning, and they were all automatically set to enable Search Party. And I’m not alone; Ring users on Reddit have also reported that their cameras have been enabled for Search Party. 

This under-reported “feature” was exposed by Ring’s Super Bowl ad, which resulted in enough backlash that Flock Safety no longer has a Ring to wear. Back to Jennifer Tuohy and The Verge:

In a statement published on Ring’s blog and provided to The Verge ahead of publication, the company said: “Following a comprehensive review, we determined the planned Flock Safety integration would require significantly more time and resources than anticipated. We therefore made the joint decision to cancel the integration and continue with our current partners … The integration never launched, so no Ring customer videos were ever sent to Flock Safety.”

While that last sentence may be true, it appears sharing was on by default when it came to Ring’s own cameras. That Flock Safety never got a chance to participate is good to know, but “Search Party” has apparently been active since its implementation last year, even if it was limited to Ring devices.

And while Ring claims the Search Party feature can’t be used to search for “human biometrics,” that’s hardly comforting when it appears Ring definitely wants to add more of this kind of thing to its existing cameras.

On top of this, the company recently launched a new facial recognition feature, Familiar Faces. Combined with Search Party, the technological leap to using neighborhood cameras to search for people through a mass-surveillance network suddenly seems very small.

Ring insists this is not another mass surveillance tool, but rather something that attempts to recognize who’s at any user’s door when sending alerts, in order to differentiate friends and family members from strangers who might be within camera range. Again, there’s some utility to this offering, but the tech lends itself to surveillance abuses, especially when law enforcement may only be a subpoena away from accessing images and recordings captured by privately-owned devices.

Finally, the statement given by Ring only states that this won’t be happening right now, which is a wise choice considering its unpopularity at the moment. But that doesn’t mean Ring and Flock won’t seek to consummate this marriage of surveillance tech, albeit in a more private fashion that doesn’t involve alarming hundreds of millions of sports viewers simultaneously.

Filed Under: alpr, doorbell cameras, law enforcement, mass surveillance, surveillance abuse

Companies: flock safety, ring