The Star: April 15, 2021
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<strong>The</strong> <strong>Star</strong> Thursday <strong>April</strong> <strong>15</strong> <strong>2021</strong><br />
4<br />
NEWS<br />
Latest Canterbury news at starnews.co.nz<br />
Privacy concerns raised over billboard<br />
• By Matt Slaughter<br />
ELECTRONIC billboards with<br />
cameras attached are being used<br />
to record details about residents’<br />
vehicles for advertisers.<br />
This has raised concerns for<br />
Christchurch privacy lawyer<br />
Kathryn Dalziel, who says this<br />
adds to the<br />
narrative that<br />
people are increasingly<br />
being<br />
watched.<br />
But, LUMO,<br />
the digital<br />
outdoor advertising<br />
business<br />
Kathryn<br />
Dalziel<br />
which installed<br />
the billboards<br />
says people<br />
should not being concerned, as<br />
these billboards are not breaching<br />
privacy laws and no personal<br />
information is being collected.<br />
<strong>The</strong> two billboards are at the<br />
beginning of the Blenheim Rd<br />
overbridge and on the corner of<br />
Brougham and Colombo Sts. Six<br />
more LUMO billboards will be<br />
installed across Christchurch in<br />
the next five months.<br />
<strong>The</strong>se have cameras installed by<br />
company LENS, which capture<br />
nearly 100 per cent of the number<br />
plates of cars driving past.<br />
<strong>The</strong> frequency of the vehicles<br />
which pass these billboards is<br />
recorded and LUMO pays for<br />
WATCHING: Cameras on LUMO billboards on Blenheim Rd and Colombo St are being used to record number plates and<br />
gather information about vehicles.<br />
information from NZTA on the<br />
make, model and year of manufacture<br />
of vehicles that have their<br />
number plate scanned.<br />
This information is fed back to<br />
advertisers who ask LUMO for it.<br />
Said an NZTA spokesperson:<br />
“<strong>The</strong> Land Transport Act (sections<br />
236 and 237) outlines that<br />
any person may apply to the registrar<br />
for access to information<br />
on motor vehicles, provided the<br />
application is made in accordance<br />
with any regulations made<br />
under that part of the Act, and is<br />
accompanied by the prescribed<br />
fee.<br />
“This information is not ‘sold’,<br />
it is provided for a prescribed fee<br />
set on cost recovery basis.”<br />
<strong>The</strong> main interest in this data<br />
has come from the automotive<br />
industry, but it is also used to<br />
provide insight to companies<br />
selling other goods or services.<br />
Said Dalziel: “It’s that Big<br />
Brother, it’s that 1984, absolutely.<br />
“It can have quite an impact<br />
on people who experience paranoia,<br />
or that just really have an<br />
overwhelming sense of being an<br />
introvert and things like that.<br />
That can be just another thing<br />
that means that they don’t want<br />
to go outside.<br />
“I don’t think they’re breaking<br />
the law . . . the one thing I will<br />
say though, is that there is a<br />
privacy principle that says you<br />
should only collect personal<br />
information from someone if it is<br />
necessary for your purposes. So<br />
is this necessary? That’s probably<br />
the challenge that I would put to<br />
them [LUMO].”<br />
LUMO chief executive Phil<br />
Clemas said people should not be<br />
concerned because the cameras<br />
are not being used to gather any<br />
personal information about people,<br />
just their number plates.<br />
“We’re not collecting any personal<br />
data at all. <strong>The</strong> camera is<br />
collecting audience data and it’s<br />
very legal. We wouldn’t be doing<br />
it if it was illegal.<br />
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FOR READERS