London bins track smartphone users

People walk past a “pod” high-tech trash bin in the City of London yesterday.

AFP/London

Authorities in London’s financial district yesterday ordered a company using high-tech trash cans to collect smartphone data from passers-by to cease its activities, and referred the firm to the privacy watchdog.

The City of London Corporation, which manages the so-called “Square Mile” around St Paul’s Cathedral, said such data collection “needs to stop” until there could be a public debate about it.

The start-up company responsible, Renew, claims the technology could help advertisers tailor their marketing campaigns based on how often people pass a certain shop and how long they stay in there.

Chief executive Kaveh Memari said trials were at a very early stage and his company was only counting the number of people walking past—without collecting any personal details. He dismissed as alarmist concerns that individuals were being tracked, stating: “We can’t really track people, we don’t see people—all we see is a device.”

But a City of London spokesman said: “Irrespective of what’s technically possible, anything that happens like this on the streets needs to be done carefully, with the backing of an informed public.

“We have already asked the firm concerned to stop this data collection immediately and we have also taken the issue to the information commissioner’s office.”

Renew installed its high-tech recycling bins around London during last year’s Olympic Games. The “pods” are bomb-proof and wi-fi-enabled and have digital screens showing real-time financial information, adverts and local information. The company hopes to expand to other cities including New York, Dubai and Rio de Janeiro, which is hosting the 2016 Olympics.