The Walt Disney Company is currently embroiled in a class-action legal battle regarding the implementation of facial recognition technology at Disneyland’s entrance points. Allegations suggest that Disney has infringed on visitors’ privacy rights and consumer protection regulations.
The lawsuit claims that Disney has failed to transparently disclose its utilization of biometric data collection, leaving consumers, often including minors, unaware of the sensitive data being gathered. Representing the lead plaintiff, Summer Christine Duffield, a California parent who recently visited Disneyland with her children, New York attorney Blake Hunter Yagman initiated the legal action.
Despite attempts to contact Disneyland for comment, there has been no response thus far. A spokesperson from Disneyland Resort was quoted in The Hill stating that they uphold the privacy of their guests’ information and challenge the claims made by the plaintiff, deeming them baseless.
Disneyland introduced facial recognition technology at the entrances of Disneyland Park and Disney California Adventure Park in April, citing its role in streamlining reentry processes and preventing fraudulent activities. According to the company’s online statement, images captured at facial recognition lanes are matched with those taken during the initial ticket or pass usage, with the images being converted into unique numerical values. Disney clarified that data is deleted within 30 days, except in circumstances requiring data retention for legal or anti-fraud purposes.
While Disney emphasizes that participation in facial recognition is optional, visitors can still have their images taken at entrance points without facial recognition, where staff manually validate tickets. Despite the implementation of new signage and designated lanes for individuals opting out of facial recognition, the lawsuit argues that the signage is easily overlooked, and the alternative entrances are inadequately marked and unclear.
The lawsuit raises concerns about the potential risks associated with biometric information being linked to personal identification records, highlighting the possibility of data breaches leading to fraud. Yagman, in the legal filing, advocates for guests to provide explicit written consent before engaging in such sensitive facial recognition technology, asserting that privacy rights should not be the burden of the individual.
The class-action lawsuit is pursuing a minimum of $5 million in damages.
