Last summer’s phenomenon, Pokémon Go, which was downloaded onto more than 5% of Android phones in the US within just two days of its release and exceeded both Snapchat and Twitter in terms of daily active users, provided a first mainstream look at the potential of augmented reality in the gaming industry. Some estimations put the AR market at a value of $120 billion by 2020 (Digi-Capital), and the myriad legal challenges posed by the sector led us to investigate the issues in a recently-published industry whitepaper.
Facial recognition, geo-location and real-time data harvesting via AR games results in novel legal challenges. This technology will be used by many stakeholders, including game owners, advertisers and analytics service providers. The potential liabilities are significant, making it important to pin down as far as possible the responsibilities and roles of the parties. Various legal difficulties may also arise in relation to copyright and advertising. Yet notwithstanding these hurdles, analysts believe that the technology will be transformational for consumers in the next ten years.
AR is spreading rapidly, but usage must still fit within the new legal frameworks for data protection – especially if data relating to identifiable individuals is being collected or otherwise used.
Personal data means data which relate to a living individual who can be identified using this data, or other information which is in the possession of, or is likely to come into the possession of, the data controller. Personal data can include:
A fundamental requirement of European data protection law is that individuals are made aware of how their data will be used, shared and handled – and which entity is responsible for each. This is often achieved with privacy policies. As well as transparency and data security, users are entitled to a copy of their data, and …read more
Source:: The Huffington Post – UK Tec