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The free face-image search engine PimEyes “scans through billions of images from the internet and finds matches of your photo that could have appeared in a church bulletin or a wedding photographer’s website,” -us/news/technology/they-made-a-public-rolodex-of-our-faces-here-s-how-i-tried-to-get-out/ar-AA1tlpPuwrites a Washington Post columnist.

So to find and delete themselves from “the PimEyes searchable Rolodex of faces,” they “recently handed over a selfie and a digital copy of my driver’s license to a company I don’t trust.”
PimEyes says it empowers people to find their online images and try to get unwanted ones taken down. But PimEyes face searches are largely open to anyone with either good or malicious intent. People have used PimEyes to identify participants in the Jan. 6, 2021, attack on the Capitol, and creeps have used it to publicize strangers’ personal information from just their image.

The company offers an opt-out form to remove your face from PimEyes searches. I did it and resented spending time and providing even more personal information to remove myself from the PimEyes repository, which we didn’t consent to be part of in the first place. The increasing ease of potentially identifying your name, work history, children’s school, home address and other sensitive information from one photo shows the absurdity of America’s largely unrestrained data-harvesting economy.

While PimEyes’ CEO said they don’t keep the information you provide to opt-out, “you give PimEyes at least one photo of yourself plus a digital copy of a passport or ID with personal details obscured…” according to the article. (PimEyes’ confirmation email “said I might need to repeat the opt-out with more photos…”)
Some digital privacy experts said it’s worth opting out of PimEyes, even if it’s imperfect, and that PimEyes probably legitimately needs a personal photo and proof of identity for the process. Others found it “absurd” to provide more information to PimEyes… or they weren’t sure opting out was the best choice… Experts said the fundamental problem is how much information is harvested and accessible without your knowledge or consent from your phone, home speakers, your car and information-organizing middlemen like PimEyes and data brokers.

Nathan Freed Wessler, an American Civil Liberties Union attorney focused on privacy litigation, said laws need to change the assumption that companies can collect almost anything about you or your face unless you go through endless opt-outs. “These systems are scary and abusive,” he said. “If they’re going to exist, they should be based on an opt-in system.”