This article originally appeared in the September 2024 issue of Security Business magazine. Don’t forget to mention Security Business magazine on LinkedIn and @SecBusinessMag on Twitter if you share it.
In today's digital landscape, facial authentication is emerging as a game-changer in the realms of privacy and commerce. This cutting-edge technology, powered by artificial intelligence and deep learning algorithms, is revolutionizing how businesses verify user identities while prioritizing data protection.
As cybersecurity concerns continue to grow, facial authentication offers a secure and user-friendly solution that aligns with stringent privacy regulations like GDPR. It can influence various sectors, from finance to retail, and it enhances user experience by providing password-free access while bolstering security measures.
The problem is, many end-users and the security-uninitiated recoil at the thought of facial biometrics. Facial recognition has earned a poor reputation in the press and among users and the general public; thus, it is vital for integrators to stress the difference between facial authentication and facial recognition when specifying and recommending this technology.
Facial Authentication vs. Facial Recognition
While often (incorrectly) used interchangeably, facial authentication and facial recognition are distinct processes.
Facial authentication emphasizes user consent and data security to address concerns about unauthorized surveillance. Facial authentication is more applicable to access control – involving a one-to-one or one-to-many match verification process to verify a person's identity for specific access purposes.
Facial recognition is a much broader process focused more on video surveillance footage to identify individuals in a (for the most part) non-consent environment for a wide spectrum of uses. Law enforcement agencies, for example, use facial recognition for identification and apprehension of known criminal targets or for post-incident forensic investigations. These are just a few examples of use cases.
The key difference between the two lies in user consent and participation. Facial authentication systems allow for higher identity assurance and regulatory compliance because the user actively participates in the enrollment process. This approach aligns with data protection regulations like GDPR, emphasizing user privacy and consent in biometric data usage.
It is critical for integrators to ascertain and then explain to customers which facial biometric modality is being used and why it matters for each purpose.
Facial Authentication: It is Private
By adhering to privacy-centric principles, facial authentication technology offers a more secure and ethical alternative to facial recognition. This approach helps to address concerns about unauthorized surveillance and data misuse, while still providing the benefits of biometric verification.
Organizations should obtain explicit consent when enrolling individuals in facial authentication programs; therefore, users must be adequately informed about data processing before giving consent. This consent must be freely given, especially in employer-employee relationships.
To ensure the privacy and security of biometric data, facial authentication systems implement various data and privacy protection measures, including:
- Data minimization: Systems should only process the unique mathematical code based on a person's image, not the images themselves.
- Purpose limitation: Personal data must be collected for predetermined, specific, and legitimate purposes.
- Data storage: The facial template can either be on an individual’s phone or the access control system. Some systems allow users to enroll in an access control system and store their face profile directly on their mobile devices. This method ensures users have complete control over their ID and privacy, as their biometric data is not stored in company databases.
- Storage limitation: Data should be deleted once it is no longer necessary if stored on company databases.
- Technical safeguards: Encryption, password protection, and spoof detection are all implemented to protect personal data.
Facial authentication systems are designed to comply with stringent privacy regulations, such as Europe’s General Data Protection Regulation (GDPR). Since biometric data is treated as sensitive information under GDPR, it requires additional protection measures such as the ones outlined above. Additionally, organizations must be transparent and provide clear information about data processing at entry points. Users have the right to withdraw their consent and have their data erased when no longer necessary.
Benefits of Adoption
Facial authentication technology can drive sales for integrators by enhancing the user experience. There is no longer a need to fumble around purses or pockets to find a key or card, because the users themselves are the key – creating a frictionless, hands-free experience. It offers streamlined account access, secure transactions, and personalized customer interactions – all of which contribute to increased customer satisfaction and loyalty.
Facial authentication also simplifies the process of accessing accounts and completing transactions. Users no longer need to remember complex passwords or PINs, as their facial features serve as their unique identifier. This password-free authentication method provides a seamless and efficient way for customers to interact with businesses, reducing friction in the user experience. Whether unlocking a device or accessing secure locations, the speed and efficiency of facial authentication contribute to a smooth user experience and streamlined operations. This convenience can lead to increased customer engagement and satisfaction, ultimately driving sales.
It also adds an extra layer of security to online and in-person transactions, reducing the risk of fraudulent activities and unauthorized access. This enhanced security not only protects customers but also instills confidence in consumers when conducting e-commerce transactions, leading to increased trust and loyalty towards online platforms.
Migrating to facial authentication for access control not only eliminates the cost and labor associated with issuing physical RFID cards but also greatly reduces the environmental footprint. The annual production of RFID cards requires plastic equal in mass to about 900 family sedans. The cards – along with lanyards and card holders – are difficult to recycle, with most ending up in landfills or oceans.
