The contemplation period also gets recorded briefly. When the queuing customer gets closer to the checkout, the software recognizes age and sex of the customer. This new technology is being tried in 100 Deutsche Post partner shops with retail outlets and in 40 Real supermarkets nationwide. Among the cities is Sankt Augustin. The customer does not get informed about this. Only the notice that CCTV cameras are in operation points to the new system, but that is a standard notice anyway. „We are aiming to find out if this mixture of information, entertainment and relevant advertising could raise the customer satisfaction in our partner shops further“, explained Deutsche Post spokesperson Sarah Preuß.

The Post is trying the new technology at locations in Cologne, Hamburg, Munich and Berlin. Exactly which branches are part of the trial was not revealed, because they are not self-operated but branches of retail partners. The trial will run until the end of 2017. The analysis of the results will indicate if the project continues. „The technology used is not capable of recording perso-related data“, said Preuß. Also, neither pictures or moving images will be recorded, the images get deleted immediately. The system was tested in regard to data protective issues and certified with the ePrivacy seal. „The trial correlates with all legal data protection guidelines“, explained the spokesperson.

The Federal Commissioner for Data Protection Andrea Voßhoff is not convinced: „A simple sign, that notifies customers of camera recordings does not suffice as compliance.“ The use of video cameras in supermarkets, event locations and similar places with the purpose to use emotional decoding software and thus generate advertisements is generally not permitted. The technology used by Deutsche Post and Real in this pilot trial falls into the category of emotional encoding, which is the identification of feelings by a machine, because the software is generally able to do exactly that. Deutsche Post and Real both assert that only age and sex are being analysed.

„If and how long the recordings get saved, does not change anything about the basic data protection concerns“, said the Federal Commissioner. Without compliance of the customer the use of video cameras for emotional decoding is problematic. „If the observation only happens to generate advertising, the legitimate interest of those affected to not be under constant surveillance, it is illegal and affects their personal rights“, said Voßhoff. The video observation is thus not acceptable. Also, already existing cameras, serving to avert danger, can usually not be used for emotional decoding. „That would contradict the data protection principle of appropriation, which is only to be debated from under very limited conditions.“

In single cases, the data protection commissioners are still in the process of clarification, how these projects and the used technology have to be evaluated. Next week, the Adpack software used by the Deutsche Post will be demonstrated. Whereas the Post is cooperating with the Berlin startup IDA Indoor Advertising GmbH, Real is working together with the Echion AG from Augsburg. The Echion servers receive the amounts of viewers, estimated age, the sex, time of viewing and the length of contemplation, explained Real spokesperson Ilka-Nadine Mielke. The transmission is encrypted. „The recorded images get evaluated and immediately deleted“, said Mielke.

The images only last 150 milliseconds in the memory, only meta data gets transferred. „The right of your personal image does not get affected“, said the Real spokesperson. The recognition of the person is completely anonymous, according to her. This current debate only gives a small taste of what new technology can do in the field of advertising. Generally it is possible to recognize ethnic background, fashion style and emotional life of the customers. The economy shows great interest and scientists also find it inspiring. The customers’ soul will soon be more public.

Original text: Claudia Mahnke Translation: Mareike Graepel