Last modified: 18th July 2017
Blippar is the world's first visual discovery browser, using augmented reality, artificial intelligence and computer vision technology to transform how you connect with the world.
The Blippar app uses the camera on your smartphone, whilst the app is enabled, to recognise images through the camera and show on-screen dynamic content on top of what you see in the real world – what’s known as 'augmented reality'.
We use artificial intelligence, computer vision technology and other functionality – including, where you choose to enable it, facial recognition technology – to make this happen. Scanning an item or a person with your mobile device is something we call 'blipping' and the online content we show you around that item or person we call a 'blipp'. ‘Halos’ are our augmented reality face profiles, launched in July 2017.
You can find out more about our app and how it works at https://blippar.com/en/resources/faq/
As part of our offering to other businesses, we enable them to offer you blipp and augmented reality content via the Blippar app as part of their advertising and marketing campaigns.
At Blippar we are working to build a service which is useful and fun for our users and in doing that we are absolutely committed to your privacy. The Blippar app, the Blippar websites and related APIs and tools covered by this policy are constantly evolving as we add new features to improve your experience, but our users' privacy remains at the heart of what we do. As the Blippar app changes, so might the information we use and how we use it. We encourage users to consult this policy whilst using Blippar and we will notify you of any material changes to it through the Blippar app.
The technology behind Blippar is complex, and you can do different things using the Blippar app, the Blippar websites and related APIs and tools, so we have tried to explain the ways we collect and use your data in a straightforward way so you know what is going on. We may provide sets of FAQs on how Blippar works and for specific products and features to help you understand them better. We welcome any feedback or questions you may have on privacy matters and how we use your data – please contact us at firstname.lastname@example.org
Who we are
Blippar is a technology business headquartered in London, UK, with local subsidiary companies in various countries around the world, including the United States. For the purposes of European data protection law, Blippar.com Ltd (registered in England and Wales, number 07446749) is the ultimate data controller for personal data collected, processed and used through the app.
What this document tells you
When you use the Blippar app, websites, APIs, tools and any other services we may make available, you will share some information with us. When we talk about the Blippar "app" or "service", we mean all the websites, APIs, tools and other products, services and features offered by Blippar.
This policy is designed to explain to you what information about you Blippar collects in providing the Blippar app and service, how that information is used and shared and how you can control what happens with that information.
What information we collect
When you use the Blippar app or visit our websites we receive certain information about you, including:
We also receive additional personal information about you which you choose to give us. For example, when you download the Blippar app and want to use Halos, we ask you to register some basic information with us so we can provide our service to you, including your email address, nick name, profile image and confirmation that you are at least 16 years old.
You don’t have to create a Halo – or augmented reality face profile - in order to use the Blippar app and services but, if you do, we will collect a series of face images which we will store against the digital face ‘signature’ we create as part of the registration process. This includes any unsuccessful images, which we will use for troubleshooting purposes. If you choose to make your profile visible then, when someone points a phone at your face or an image of it with the Blippar app enabled, it will search against our database of facial signatures (see section on facial recognition here for more detail) and will also store these scanned images that have been taken of you.
We will also collect certain content that you have chosen to associate with your Halo that is specific to you. This may include information from third party sources, such as other social media sites.
When you use our Blippbuilder tool and/or our APIs, content generated or procured by you might be transferred to the Blippar platform (“User Generated Content”).
How we use your information
We use your personal information to provide, monitor and improve the Blippar app, website, services and the technology which supports them and to provide you with a great, personalised experience. We will occasionally use your information to contact you, for instance if you send us requests or ask us questions about Blippar or if there are technical or operational issues or updates which we think our users need to know about.
We provide augmented reality services to brands so that their marketing materials are blippable, providing users with augmented reality content when they blipp materials such as magazine adverts or product packaging. Where we do this, we also report to our clients on an aggregated basis (so that no individuals are identified), the location of users blipping their content, how long they spent interacting with the client's blippable content or our app generally and how they use our app. We do not disclose Halo information to our clients, other than through the normal use of the Blippar app.
We also disclose information in the aggregate to third parties for marketing and strategic development purposes.
We understand that engaging with facial recognition technology may be a new experience for you. At Blippar, we have worked hard to ensure that facial recognition is simple, fun and safe and that it puts the user in control.
Halos and facial recognition is intended for users who are at least 16 years old. If you are aged under 16, please get your parent/guardian's permission before you provide any personal information to Blippar. Users under 16 without this consent are not allowed to provide us with personal information. By using Halos, you are representing to us that you are aged 16 or over or have the specific consent of your parent or guardian to use Blippar, including in respect of facial recognition.
A Halo is an augmented reality profile of someone’s face. You decide whether you want Blippar to scan your face in order to create what we call a Halo. Your Halo is a fun way to express yourself to other Blippar users – the content appears to other users when they blipp you or an image of you as a 'halo' of bubbles around your face.
You can activate a scan of your face by first creating a Blippar account, then proceeding to the face scanning screen. To register your face for recognition, you will need to point the phone camera at your face; you then have to follow the prompts, guiding your nose to follow the dot around the screen so the camera sees your face from different angles. That process is called the ‘Blippar cross’. This is important as it helps to creates your unique face ‘signature’, which is essentially a set of measurements of your face features, which the Blippar app can then use to recognise you. The number of angles captured during this process also makes it difficult to create a fake profile using someone else’s face, however, you can report any suspicious profiles via the ‘more options’ menu on the app or by emailing us at email@example.com. We also have a way for you to report a suspicious profile you may have spotted when setting up your Halo, just follow the prompts.
Following the registration process, you can complete your Halo by adding content about you which you want other users to see when they blipp you: you can link your profile to social media accounts, add photos, videos, music, animated 3D personalities, moods and auras and you can update this as much as you like. We will keep providing new kinds of content that you can add to your Halo so watch this space!
How are facial signatures and Halos used?
Facial recognition is enabled in the Blippar app. This means that when the app is on, it firstly detects when your camera is pointed at a human face or an image of a face. The app then checks whether there is a recognised Halo. This may be a facial signature which matches a face that someone has specifically created or, for public figures, from images drawn from Blipparsphere - Blippar’s knowledge graph which pulls information from publicly available sources. If a match is found, the Halo for that user or public figure has augmented reality bubbles around the image of their face on your phone screen.
What if you don’t have a Halo?
If the person being blipped is not a Blippar user, is a Blippar user but does not have a Halo, or has made their Halo invisible, the app will not display their Halo. In this case, a celebrity lookalike may be shown instead based on the public figure our platform thinks they most closely resemble.
If you blipp a public figure in real life or an image of them from print or digital media, you will see online content which relates to them and which has been discovered in Blipparsphere. To do this, we have created simple facial signatures for public figures from photographs which are generally available online.
We also allow you to find your celebrity lookalike based on your facial signature and add it to your Halo. We plan to add more fun ways for you to use your Halo and will launch them in the future and, where they involve using your information in different ways from what we have explained here, we will update this policy and explain how it all works.
Who can see my Halo?
Anyone who uses Blippar can see your Halo only if they blipp you in person, or an image of you, and you have consented to your Halo being visible. Users cannot blipp images stored on the same phone they blipp with.
By default, your Halo will be invisible when you first create your profile and any time you choose to make it invisible after that. An invisible Halo can only be seen by you. If you make your Halo invisible after another Blippar user has blipped it, they will be alerted to this if they try to bring up your Halo again from their recent blipping history.
We do not allow users to search the database of facial signatures and images to find someone specific and we do not, apart from in very limited circumstances, share facial signatures and profile information with any third party – for more details on such circumstances, see Will Blippar share my facial data?
How are facial signatures stored?
To make Halos and related facial recognition services work, we retain the facial images you take of your face when creating your Halo, and of public figures from online sources, and the facial signatures we create from them all on secure Amazon Web Services (“AWS”) data centres, stored separately from your account data for additional security. We need to do this in order for the app to recognise a face as belonging to a user with a Halo and for the service to work.
For how long does Blippar keep Halo information?
If you create a Halo, Blippar will store your facial images, facial signature and content you have added to your profile, for as long as your Halo exists. Details of how to request deletion of your profile are in the section below.
What control do I have other my facial signature and Halo?
A Halo of a user is only created if the user wants to create one and you have control over the content of your Halo and visibility settings. We do create simple facial signatures from publicly available online images of public figures, and use them to present generic online information relating to them.
If another user scans your face while using the Blippar app, and you do not already have a Halo, this will not automatically create a Halo for you.
You can delete your Halo, and with it the facial signatures relating to you, through the ‘more options’ menu in the Blippar app. You can change your Halo from visible (which means your Halo is discoverable by any Blippar user who blipps you or an image of you) to invisible (visible only to you) and the other way around any time simply by flicking the switch in the top left corner of your profile.
Public figures can request to switch off the facial recognition feature by emailing us at firstname.lastname@example.org and we will remove the facial recognition piece so their Blipparsphere profile does not come up when they are blipped. The information associated with them will stay in the knowledge graph.
If you have any concerns about your Halo or data that we hold about you then please contact us at email@example.com
Will Blippar share my facial data?
We will not share your facial signatures or Halos with our clients or third parties, other than when making the Halos visible to other users when your profile is set to visible or where we are required to share such information with service providers who perform services on our behalf. The only exception to this is where there are legal reasons for us to disclose, such as in response to a search warrant or court order. We take keeping this biometric data secure extremely seriously and use AWS, one of the most secure data centres in the world. See sections entitled with third parties and with third parties for legal reasons for further detail.
We will collect aggregated statistics (which are not unique to you and cannot identify you) about how our users or categories of users are interacting with your Halo and other services we offer using facial recognition.
This Section Has General Information About Your Personal Information
Where we store your information
The information we collect in relation to you is stored on data centres operated by our third party providers. Our AWS data centres are currently based in Europe and the United States. By using Blippar service, you consent to the hosting of your personal information on these servers, which may involve the transfer of your personal data outside of the country it was collected. It is important to note that countries have different regulations in relation to personal information, including in relation to rights of access by law enforcement authorities.
Can I find out what personal information Blippar holds about me?
You have the right to request a copy of the personal information Blippar holds about you and to have any inaccuracies corrected. We need to establish your identity as we do not want to release information to the wrong person, so we may ask for documents that prove your identity. Please address requests and questions about this to firstname.lastname@example.org
How we share your information
We may share information about you in the following ways:
How old do I have to be to use Blippar?
Blippar’s services are intended for users who are at least 13 years old (other than Halos which are for people age 16 years old and above). Blippar does not knowingly collect personal information from children under 13.
How long will Blippar keep my personal information?
We will hold your personal information on our systems for as long as is necessary to provide access to our app and websites and will not hold onto it once we have processed a request by you to delete your account. By emailing email@example.com, you can have all account data deleted – if you do this a red flag goes on the database and, while Blippar cannot use the personal information, it stays on the system for a period for administration purposes before being deleted automatically. If you only want to delete your Halo and the facial signatures relating to you, we can delete this information whilst keeping your Blippar account intact.
If we are subject to a legally binding requirement to retain user information for a specific period, this may (subject to the law in question) override your ability to require deletion.
Please remember that other Blippar users may have content and information you have made available through Blippar, for instance through screen shots or other image capture and we do not control how they use or how long they keep that content.
A cookie is a small amount of data, which often includes a unique identifier that is sent to your computer, tablet or mobile phone web browser from a website’s computer (i.e., a Web server) and is stored on your computer, table or mobile phone web browser.
Information supplied by cookies can help us to analyse the profile of visitors to our app and website and users of our other services and help us to provide you with a better user experience.
Third party cookies
Third Party Cookies in embedded content on Blippar pages
Blippar cookies and how to reject cookies
If you wish to control what cookies are set on your device through our app, websites or other services then you can by changing the settings on your personal computer or mobile device web browser. It is important to note that if you change your settings and block certain cookies, this means that certain personalised features and other functionality cannot then be provided to you and accordingly you may not be able to take full advantage of all of the app, websites or our other services features.
Other information collected from web browsers
Your web browser may also provide Blippar with information about your device, such as an IP address and details about the browser that you are using. It may also provide Blippar with access to details of your personal computer or mobile device’s location.
Responding to “Do Not Track” signals
Our websites and App do not have the capability to respond to “Do Not Track” signals received from various web browsers.
The security of your information
In addition, we take reasonable administrative, physical and electronic measures designed to protect the information that we collect from or about you (including your personal information) from unauthorised access, use or disclosure. We use encryption methods when storing and transmitting. Please be aware, however, that no method of transmitting information over the Internet or storing information is completely secure. Accordingly, we cannot guarantee the absolute security of any information.
When you download or use the app on your mobile device, information may be accessed from or stored to your mobile device. This is used in a similar way to a web browser cookie, such as by enabling the apps to ‘remember’ you or provide you with the content you have requested.
Your web browser on your device or your mobile device’s operating system may also provide Blippar with information about your mobile device, such as a device identifier or IP address. Device identifiers may be collected automatically, such as the device ID, IP address and apps ID (a unique identifier relating to the particular copy of the Apps you are running). In the future we may use mobile device identifiers for advertising use which perform a similar role to cookies, like the IDFA used by Apple devices and the Advertising ID used by Android devices.
The Data Protection Officer
5th Floor West,
1 London Bridge