Beware: These billboards are watching you Artwork

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Closer Look - Insightful, credible, unfiltered conversations that matter

Beware: These billboards are watching you

December 12, 2025 • Village Media Inc.

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Imagine looking at a billboard — then realizing it’s watching you back.

That’s exactly what’s happening near Union Station in Toronto, where certain signs are outfitted with small cameras that record every person walking by. Known as anonymous video analytics (AVA), the technology generates stats about people’s estimated age and gender, then uses that information to determine which kind of ads to display.

The company behind the billboards, Cineplex Digital Media, is adamant that nobody’s image is stored or shared. In fact, if someone turns away from the camera and comes back, the company insists the device will think they’re a new person.

But those assurances aren’t nearly enough for many concerned commuters, who want the signs removed because of potential privacy violations. This week, Canada’s Privacy Commissioner launched an official investigation.

Among those demanding the removal of the billboards is Technologists for Democracy, a newly formed organization that advocates for the responsible use of emerging tech, including AI. Adam Motaouakkil, one of the group’s organizers, is our guest on tonight’s episode of Village Media’s Closer Look podcast.

Hosted by Village Media’s Michael Friscolanti and Scott Sexsmith, and produced by Derek Turner, Closer Look is a new daily podcast that goes way beyond the headlines with insightful, in-depth conversations featuring our reporters and editors, leading experts, key stakeholders and big newsmakers.

Fresh episodes drop every Monday to Friday at 7 p.m. right in your local news feed — and on the show’s dedicated website: closerlookpodcast.ca. Of course, you can also find us wherever you get your favourite podcasts.

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