Tesco is installing face-scanning technology at its petrol stations to target advertisements to individual customers at the till. The technology will use a camera to identify a customer’s gender and approximate age and present an advertisement accordingly. Privacy campaigners said companies had to tell their customers they were using the technology. This technology is similar to the way social media sites tailor adverts to users based on the content of their profiles.

The article made me think about the liberty of an individual as a consumer. how much freedom does a consumer really have considering technology such as this is influencing our decisions on what products/services one consumes. Should consumers agree to this form of technology? Does a consumer benefit from this technology?