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[liberationtech] Euclid Analytics

Daniel Sieradski ds at
Fri Jun 21 10:35:38 PDT 2013

Ironic that Franken opposes this but is defending the NSA.

Daniel Sieradski
ds at

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On Jun 21, 2013, at 1:32 PM, Joseph Lorenzo Hall <joe at> wrote:

> Yes, Euclid has been around for a bit, and attracting the ire of US
> Senator Al Franken... Franken wrote a letter with a bunch of questions
> and Euclid responded. Franken was not impressed:
> (links in original)
> Sen. Franken Calls for End to Disturbing Consumer Tracking Trend
> Tech Firm’s Response to Senator’s Inquiry Confirms Need for Privacy
> Protections
> Monday, April 1, 2013
> Today, U.S. Sen. Al Franken (D-Minn.) once again called for an end to
> the practice of tracking consumer movements – through stores, within
> malls, and even from state to state – all without their permission. Last
> month, he pressed a leading analytics firm to stop using technology that
> allows it to track people’s smartphone locations without their
> permission. Today, he released the company’s response, highlighting the
> company’s good faith, but saying it doesn’t go far enough to protect
> consumers.
> “People have a fundamental right to privacy, and tracking a consumer's
> location and movements without permission violates that right,” said
> Sen. Franken. “I believe that Euclid has a sincere desire to protect
> consumer privacy, and I'm pleased that they've pledged to do even more –
> including a promise to never sell consumer data to data brokers.
> However, Euclid's use of opt-out location tracking – regardless of
> whether a consumer actually enters a store equipped with this technology
> – simply doesn't meet the standard of privacy Americans should be able
> to count on. I’m pleased that privacy is a priority for Euclid, but
> their continued use of opt-out technology underscores the need for
> Congressional action to protect consumer location privacy.”
> Euclid, Inc. keeps tabs on consumers as they walk past a store, enter a
> store, or move between a store’s floors by tracking a unique and
> permanent hardware number transmitted by consumers’ smartphones. Unless
> a consumer visits Euclid's website to opt-out of being tracked, their
> location is collected without their permission or knowledge.
> Sen. Franken’s March letter was prompted by news reports suggesting that
> Euclid's technology has used cellphone location technology to track the
> shopping habits of approximately 50 million consumers without their
> permission. Euclid responded promptly to Sen. Franken’s request,
> pledging to protect the privacy of their consumers by:
>    Requiring all participating retailers to post signage telling
> consumers how to opt-out of tracking;
>    Requiring all retailers to undergo a comprehensive education program
> about the opt-out process;
>    Strengthening the company's privacy policy to prohibit the sale,
> rental, or disclosure of any of Euclid’s data to data brokers; and
>    Creating a formal policy outlining the company's requirements for a
> warrant or court order to comply with any request for data.
> In 2011, Sen. Franken introduced the Location Privacy Protection Act to
> protect consumer privacy by requiring companies to get permission before
> collecting or sharing consumers’ location data. The legislation was
> approved by the Senate Judiciary Committee in December of 2012, and Sen.
> Franken plans to reintroduce it in the coming months.
> On 6/21/13 1:06 PM, Daniel Sieradski wrote:
>> Has anyone heard about this company Euclid Analytics?
>> Apparently they track individual behavior over WIFI by logging your
>> phone's MAC address and storing info on where you shop and for how long.  
>> --
>> Daniel Sieradski
>> ds at <mailto:ds at>
>> 315.889.1444
>> Follow me at
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> -- 
> Joseph Lorenzo Hall
> Senior Staff Technologist
> Center for Democracy & Technology
> 1634 I ST NW STE 1100
> Washington DC 20006-4011
> (p) 202-407-8825
> (f) 202-637-0968
> joe at
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