Disney faces class action lawsuit over facial recognition privacy practices

Disney is facing a class action lawsuit regarding its deployment of facial recognition technology at Disneyland and Disney California Adventure parks. The complaint, filed by lawyer Blake Yagman, alleges that the company failed to provide adequate notice to visitors that their faces were being scanned at park entrances. The suit seeks at least $5 million in damages on behalf of the proposed class of park guests.

The legal action centres on the argument that the company did not obtain explicit written consent for the collection of such sensitive biometric data. In the complaint, Yagman wrote that guests should be able to expressly opt in to this technology and that the onus of privacy rights should not fall on the individuals. The lawsuit asserts that explicit written consent is required to protect the privacy of guests at Disney Theme Parks.

Disney introduced the facial recognition systems at its California parks in April. According to reporting by The Hollywood Reporter, the company’s stated policy is to dispose of the data acquired from these platforms within 30 days. This timeline is a key point of contention in the legal proceedings, with the plaintiffs challenging the accuracy of Disney’s retention claims.

The lawsuit argues that the 30-day disposal policy may not be accurate because biometric information is compared against photos associated with tickets or annual passes at the time of purchase. This comparison process implies that data may be retained beyond the stated window to verify identity against existing records, a practice the plaintiffs argue warrants stricter consent protocols.

The case highlights growing scrutiny over how large technology and entertainment firms handle biometric data. While Disney maintains its current data handling procedures, the class action lawsuit presents a significant legal challenge to its privacy practices, with the outcome of the case remaining uncertain.