Your face is supposed to be yours. It’s part of your identity — the thing that makes you recognizable to friends, family, and the world at large. But facial recognition technology is changing that. Your face is being turned into something else: a data point, a tracking ID, a commodity.
Governments, advertisers and tech companies are finding new ways to capture, analyze and profit from the most personal part of who you are. That shift has serious consequences for privacy, consent, and basic human rights.
What is facial recognition technology?
is a kind of biometric(new window) software that identifies or verifies a person by analyzing their facial features. It works by scanning your face and comparing it with stored images — often pulled from government databases, social media, or the open web.
Once matched, your face can be linked to a trove of personal data(new window): your name, address, job history, even your relatives. And most of the time, this happens without your knowledge or consent.
This tech is no longer limited to police stations or security gates. It’s being built into airports, consumer apps, and everyday devices, reshaping what it means to be visible in public.
Where your face is being used
Facial recognition is quietly moving into everyday life, often without notice. What was once science fiction is now a feature in ads, border crossings, and even smart glasses. Here are some of the most troubling examples:
At the border: The US Customs and Border Protection agency is rolling out a plan to photograph every person entering and exiting the country by car(new window). These photos are matched with passports, visas, and other IDs — and stored indefinitely. Officials say it’s to “biometrically confirm departure,” but the infrastructure could easily be used for mass facial recognition surveillance.
In TikTok ads: Some actors are selling the rights to their likeness for $500–$750. TikTok then uses AI to create digital avatars(new window) of them — which can speak new languages, promote products they’ve never used, or appear in places they never agreed to. These avatars don’t earn royalties, and the real people lose control over how “they” show up online.
Through consumer apps: Tools like PimEyes, FaceCheck ID, and FaceSeek let anyone upload a photo and instantly find where that face appears online. Though marketed as investigative tools for journalists and researchers, they could be used for stalking, harassment, and doxxing(new window).
With everyday devices: Researchers have shown that even off-the-shelf Meta smart glasses can be modified to dox someone in real time. Combine facial recognition with public data brokers, and you can point your glasses at a stranger and instantly see their home address, employment history, and family ties.
Pushback is coming — slowly
Some governments are starting to take action. Denmark is working to update copyright law(new window) to give individuals ownership over their face, body, and voice — a move that would give people the right to control how their likeness is used in AI-generated content and deepfakes.
But in most places, protections are minimal or nonexistent. In the U.S., deepfake laws are patchy and usually limited to election interference or explicit content. Meanwhile, Congress is considering proposals that could block states from passing their own AI regulations for the next decade.
As usual, the technology is evolving faster than the laws.
How to protect your face in a world of facial recognition
Once your image is online, it’s difficult to control where it ends up. That doesn’t mean you’re powerless — but it does mean you need to act.
Opt out of facial recognition search engines: Services like PimEyes and FaceCheck ID allow you to request removal. If you’re not in their database, it’s harder for others to track you.
Scrub your info from people-search sites: These tools pull data from brokers, voter rolls, and public records. Start by requesting removals from major sites like WhitePages, Spokeo, and Intelius.
Lock down your social media: Review your privacy settings to limit what strangers can see — especially photos.
Push for better laws: The burden shouldn’t fall solely on individuals. Lawmakers must step up to ensure people, not corporations, control their likeness and identity.
What we believe
At Proton, we believe the best way to protect your privacy is to minimize data collection at the source. If less of your personal information is stored, sold, or scraped in the first place, there’s less for facial recognition systems — and the companies behind them — to exploit.
That’s why we build services like Proton Mail, Proton Drive, Proton Pass, Proton Calendar, and Proton VPN(new window): end-to-end encrypted tools that put you in control of your identity.
Because your face should belong to you, not the highest bidder.
