안면 인식 디지털 사이니지의광고 매체로서 활용을 위한 제도적 고찰 및향후 정책 과제 제안소비자 개인정보 보호와 산업 진흥 방안을 중심으로

Digital signage using facial recognition technology is rapidly growing not only in the service area but also in the advertising and marketing field. In particular, face recognition digital signage is integrated with advanced information technologies represented by artificial intelligence, IOT(Internet of Things), and big data to provide targeted ads optimized for consumers. Against this backdrop, discussions on protecting consumer privacy regarding face recognition digital signage are very heated. The present research analyzed domestic and overseas consumer privacy laws related to facial recognition digital signage and suggested problems and future policy issues. In particular, <Study 1> reviewed the facial recognition digital signage advertising cases and preceding studies using, and presented analysis and legal issues for each type of privacy violation. <Study 2> compared content in domestic and overseas laws regarding the use and protection of facial information, and suggested ways to improve the domestic legal system. In order for digital signage to lead the advertising industry and enhance consumer benefits, South Korea’s Privacy Act needs to be supplemented so that it can respond to rapidly changing technology environments. This study is an initial study that examined the consumer privacy legislation related to facial recognition digital signage and has significant implications for both academic and policy.