A sign explaining the facial detection technology appears beside the billboard, shown next to a photo of the targeted ad. Reddit
Canada’s privacy commissioner opened an investigation after a social media post raised concerns about digital ads near Toronto’s Union Station. A Reddit user recently shared photos showing billboard signs that claimed to use facial detection technology. The images sparked public questions about how the technology works and whether it respects privacy laws.
One sign beside the ads explained the system. It stated that the camera “runs anonymous software” to collect general data about crowd numbers, gender and approximate age. The message stressed that the camera does not record unique personal details. It also said the images disappear permanently within milliseconds after processing.
Ads Located Near Bus Terminal
The billboards sit in the walkway leading to the Union Station bus terminal. They don’t appear inside the terminal itself. The signs attracted attention last month as more people noticed them during their commute. Some users questioned whether the ads monitored individuals without proper notice.
Commissioner Responds to Complaints
The privacy commissioner, Philippe Dufresne, launched the investigation after receiving several complaints from the public. His office confirmed that the probe centres on digital signs that reportedly use facial detection tools. The case now moves under federal review.
The ads were installed and operated by Cineplex Digital Media, a company recently acquired by Creative Realities. The commissioner’s office said the review will determine if the technology follows federal privacy law, known as the Personal Information Protection and Electronic Documents Act.
The office will not share more details because the investigation remains active.
Company Defends Its Practices
Cineplex Digital Media previously stated that the billboards had been in place for about three years. The company said it follows strict rules set by the privacy commissioner’s office. Its spokesperson said the technology collects broad trends only and operates within Canada’s privacy laws.
“We strictly adhere to the guidance provided by the Office of the Privacy Commissioner of Canada, ensuring that our technology is used ethically, responsibly and in compliance with all relevant privacy laws and regulations,” said spokesperson Jeevan Vivegananthan in an email.
CDM maintains that its system never stores images and doesn’t track individuals. The company says the software only measures general patterns like crowd size and age categories, then deletes information instantly.
Public Questions Continue
The growing use of cameras and sensors in public spaces has raised more questions in recent years. Many people want clearer explanations about data collection, even when companies say systems do not identify anyone. The formal investigation signals that the issue reaches beyond one location.
What Comes Next
The commissioner’s findings may address whether companies using facial detection tools need clearer rules or stronger safeguards. For now, federal officials continue reviewing the system and gathering information. Commuters near Union Station can expect updates once the investigation concludes.
