Amazon Ends Partnership with Controversial Police Tech Firm After Ring Ad Backlash
Amazon has officially terminated its partnership with Flock Safety, a police surveillance technology firm. This decision comes amid backlash following a controversial advertisement for Amazon’s Ring doorbell cameras.
Background of the Partnership
In October, Amazon announced plans to collaborate with Flock Safety. The initiative was intended to allow Ring users to share video footage with law enforcement via a feature known as Community Requests. However, the program never launched.
Controversial Advertising and Backlash
A Super Bowl ad released by Amazon showcased a feature named Search Party. This feature would enable Ring users to share their footage to assist in locating lost pets. Critics expressed concern, labeling the ad as invasive and highlighting privacy issues related to facial recognition technology.
Senator Ed Markey from Massachusetts publicly condemned the ad, referring to the technology as “creepy.”
Statement from Amazon and Flock Safety
- Amazon confirmed the cancellation, noting that no videos were ever shared through the proposed integration.
- A spokesperson indicated that the integration would demand more resources than initially expected, prompting a mutual decision to abandon the plan.
- Flock echoed this sentiment, emphasizing that the integration never went live and reaffirming its commitment to local laws.
Flock Safety’s Role in Law Enforcement
Flock Safety has emerged as a leading provider of surveillance technology, notably through its extensive network of license plate reader cameras across the United States. These cameras track vehicles in real-time, raising significant privacy concerns.
Critics have pointed out that local police may share Flock data with federal agencies, leading to contract cancellations in various cities.
Growth of Doorbell Cameras
The popularity of doorbell cameras continues to rise, with approximately 27% of U.S. households utilizing them, according to market research firm Parks Associates. Among these, Ring holds the largest market share.
Ongoing Partnerships
Despite the cancellation with Flock, Amazon maintains a partnership with Axon, another prominent police surveillance company, to support its Community Requests feature.
