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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

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