Controversy Surrounding Digital Signs in the Boston Area: Data Collection Concerns and Privacy Issues

Digital signs in the Boston area are raising concerns as they collect data from unsuspecting pedestrians. Soofa, a tech and advertisement company based in Cambridge, Massachusetts, is behind the 7-foot digital kiosks that have been popping up in cities and towns across 18 states.

These devices, resembling giant Amazon Kindles, can be found in Boston, Revere, Somerville, Chelsea, and other Massachusetts communities. While initially seen as harmless information providers, it has come to light that these kiosks are actually reading information off of smartphones without the users’ knowledge.

Town Administrator Chas Carey of Brookline, where the signs were approved for installation six years ago, mentioned that the kiosks provide town information and engage pedestrians with interactive features. However, the kiosks are also equipped with sensors that collect cellphone data to track engagement with the device.

David Gerzof Richard, CEO of Big Fish PR, highlighted the potential risks of this technology, emphasizing the importance of data protection and privacy. The American Civil Liberties Union has called for legislation to regulate data collection practices by companies like Soofa.

Soofa has responded by stating that they do not collect any identifying data from individuals or devices beyond MAC addresses. They also assured that no data correlation is performed, and information is not shared with third parties.

Despite local governments receiving a percentage of advertisement sales from Soofa, some officials, like Brookline Select Board Vice-Chair John VanScoyoc, question the value of these kiosks in public spaces. The contract with Soofa is set for renewal in 2025, with the town planning to re-evaluate its usefulness.

As concerns over data privacy continue to grow, the use of these digital signs in public spaces raises important questions about the balance between technology and privacy rights.