CNIL Publishes Rules Regarding Audience And Traffic Measuring In Publicly-Accessible Areas

CNIL has published several rules applicable to devices that compile aggregated and anonymise personal data intended to gauge the audience in a certain space. CNIL noted that the reason for this publication is the increasing number of companies using devices that collect personal data from mobile devices, in order to advertise in the areas for where the public's presence can be measured, such as in shopping malls.

In shopping malls, for example, such devices collect data from mobile phones and allow the compilation of traffic statistics and analysis of the number of visitors to the mall over a certain period; to model the routes visitors take through the shopping mall and departments; and calculate the rate of repeat visitors. CNIL divided the discussion into the following three scenarios: