New print-to-web linking technology raises privacy concerns

New technology that allows readers to swipe bar codes on magazines and newspapers to gain access to websites raises ‘serious privacy concerns', according to critics.

The developers of the CueCat device, Digital:Convergence, say their :CRQ software will allow print media to converge with the internet. Users, they say, ‘can eliminate lengthy hunts through cluttered websites, and forget about memorising complicated URLs'.

The Privacy Foundation, however, says the device appears to transmit so much information that Digital:Convergence will be able to track every bar code swiped by every user. "This tracking feature of the :CRQ software could be used by the company to profile an individual user," the foundation said.

The Privacy Foundation is part of the Privacy Center at the University of Denver and exists to enhance the privacy of US citizens. The foundation carries out research into communications technologies and educates the public about threats to privacy.

While Digital:Convergence has stated that individual users will not be tracked, the foundation argues that the capability still exists. Individual profiling is possible because an individual ID is allocated to each CueCat user. Each time they swipe a bar code this swipe can be linked back to the user.

In August Digital:Convergence announced that it was distributing 10 million CueCats free to consumers. Publications planning ‘cue-enhanced' editorial and advertising include Parade Magazine, Forbes, Wired, and at least six regional newspapers.

"If you think of a search engine as a compass that guides you on the Web, think of our :CRQ software as GPS for the internet," said Jovan Philyaw, chairman and CEO of Digital:Convergence.

The Privacy Foundation has recommended that the possibility of user-specific tracking be removed from the software and that the unique identifier for each user be removed. It also said that publishers should notify current cue users of the tracking potential and how to obtain a patch to disable the unique ID number.

The company has since said it will consider modifying its data collection procedure.

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