One of the projects that was on show at this years Transmediale was www.lovely-faces.com, an internet dating site populated with personal data and photographs scrapped without consent from Facebook profiles that do not employ stringent privacy settings.
This project is an intentionally antagonistic intrusion into the online existence of some 250,000 arbitrary Facebook users and will inevitably incite abhorrence from some of those users and Facebook lawyers who are affected. lovely-faces.com is another reminder of peoples’ inability to recognise the consequences (on their own privacy) of seemingly innocuous actions such as posting, liking, tagging and sharing on social networking platforms.
Not only this the makers of www.lovely-faces.com are also commenting on the intimate involvement and consistent questioning of our online identity within the ‘social network game’. This perpetual voyeurism is not primarily motivated by a desire to create better social relationships but by the need for consistent gratification within this collective self-positioning.
After some inevitable global press about www.lovely-faces.com Facebook’s lawyers have presented the 2 artists responsible for this project a cease and desist order, which has resulted in www.lovely-faces.com being taken offline for the moment. Furthermore they have also requested that the site documenting the project (www.face-to-facebook.net) be removed because it infringes on the Facebook trademark (on a side note here is a long list of Facebook’s trademarks).
The use of the trademark legislation to make artists remove the documentation of an art project is ridiculous. The trademark laws that guarantee a unique sign or indicator for purposes of a commercial endeavour should not be harnessed to restrict the proliferation of artistic practice and cultural commentary. Perhaps one of the motivations lies in the fact that the artists used facial recognition algorithms to group people based around their expressions on the dating site. Facebook are currently rolling out a new feature that uses facial recognition algorithms to make suggestions about who the people in your photos might be based around your existing photos and tags. Automating the process of tagging any of the 100 million photos uploaded daily would inevitably result in an escalation of Facebook’s user data portfolio and therefore any critical activity surrounding the technologies involved could potentially be met with hostility from the Facebook camp.
Below is a recent (April 7th 2011) press release from the 2 artists, Paolo Cirio and Alessandro Ludovico:
Legal update:
After sending us a “cease and desist letter” (which led to making the website Lovely-Faces.com unavailable), asking us to give them back the 1M publicly available data and terminating our Facebook personal accounts, Facebook lawyers are continuing to follow up with us. First they are insisting on asking us to remove all the content from the Face-to-Facebook.net domain, which is the website documenting the project. This request sounds quite surreal for us: this website merely contains a collection of texts, materials and links related to Face-to-Facebook project. Even more, we have received a threat from Facebook legal department about the claim that the face-to-facebook.net domain name is violating Facebook trademark. So, why should such a big online corporation push a couple of artists to remove the documentation of their project? Our lawyers are investigating the legal basis of their request.
Global Mass Media Hack Performance:
http://www.face-to-facebook.net/press-coverage.php
Meanwhile, the news went through to more than 1000 media reports, reaching a wide audience spread all over the globe. Very different stages were involved like: tv, radio, newspapers, magazines, blogs, portals and plenty of personal blogs, not counting the thousands of tweets. The pattern of propagation would need time to be properly analyzed, but it definitively is “viral”, especially in some countries like Brazil, Pakistan, Greece, Turkey, Ukraine.
There are plenty of captivating scenes in this mass media performance, like for example the one where 93 per cent of the 7538 participants to the online poll opened by the Australian newspaper The Age answered “Yes” to the question “Should Lovely-faces.com require consent to use your photo?” Maybe that influenced also the blog “Ethics Alarms” to declare Lovely-Faces.com as “Unethical Website of the Month.” And the controversial aspect of the project has been clearly picked up even by some popular U.S. TV news (see links below) sometimes resulting as quite bizarre.
Some selected TV News videos:
* MyFox LA, Los Angeles Fox News Tv http://www.youtube.com/watch?v=CJYRM9VAtsE
* WSBTV, Atlanta WSB-TV channel 2 http://www.youtube.com/watch?v=Ye3Qyz-ojvI
* Newsy, Online video news analysis http://www.youtube.com/watch?v=RlDs3PdGKSA
* Apple daily HK, Taiwan, China, Hong-Kong-based newspaper http://www.youtube.com/watch?v=STSNZqoqk24
* Tagesschau, German public TV ARD channel 1 http://www.youtube.com/watch?v=lzCh1XPWlMY
Some selected online Interviews:
* CNN, US – Art ‘hacktivists’ take on Facebook: http://edition.cnn.com/2011/WORLD/europe/02/11/artists.facebook.project
* 2010LAB (Video), Germany – Facebook and Transmediale – your face is
ours: http://www.2010lab.tv/en/video/facebook-and-transmediale-your-face-ours
* Artinfo.com, US – The Artist Who’s Out to Liberate Facebook: http://www.artinfo.com/news/story/36912/the-artist-whos-out-to-liberate-facebook-a-qa-with-profile-thief-paolo-cirio
* Artline, Switzerland – Sculptors of data - Die Daten-Bildhauer http://www.artline.org/?p=detail&id=10736&back=home&L=0
* Jetzt, Sueddeutsche Zeitung, Germany – Feldzug gegen Facebook: http://jetzt.sueddeutsche.de/texte/anzeigen/519492/Feldzug-gegen-Facebook
* Politika, Serbia, newspaper http://www.politika.rs/rubrike/spektar/zivot-i-stil/Uzeli-smo-desetine-hiljada-profila-iz-Srbije.sr.html
* Ha’aretz, Israel, newspaper http://www.haaretz.co.il/captain/spages/1217717.html
Exhibitions and presentations of Face to Facebook during April:
* Share Conferences, presentation , Belgrade – Serbia
* ENTER Festival, exhibition & presentation, Prague – Czech Republic
* Chilling Effects, exhibition & presentation at TETEM, Enschede – The
Netherlands
* REALITYFLOWHACKED, exhibition, Paolo Cirio’s solo show at Aksioma |
Project Space, Ljubljana – Slovenja
* EMAF 2011, presentation, Osnabrück – Germany
Tagged: facebook, facial recognition algorithms, legislation, privacy, trademark, transmediale