Ring Stops Deal with Flock Safety After Ad Causes Worry

Ring, a company that makes smart doorbells, will not work with Flock Safety. Flock Safety helps police by reading license plates. Ring decided this after many people were unhappy about a Ring ad shown during the Super Bowl. The ad showed how Ring cameras could find a lost dog, but people worried it could be used to watch people too much.
By Newsroom | Technology, Privacy |

Amazon's smart doorbell company, Ring, has terminated a planned partnership with Flock Safety, a firm specializing in license-plate reading technology. This decision comes after significant public criticism ignited by a recent Super Bowl advertisement. The ad, intended to showcase Ring's "Search Party" feature for finding lost pets using AI and neighborhood cameras, instead raised widespread concerns about potential overreach in surveillance and privacy. Critics argued the technology depicted could be used for broader monitoring of individuals, leading to a public outcry.

Ring Ends Deal to Link Neighborhood Cameras After Backlash to Super Bowl Ad - 1

Background and Timeline of Events

Ring and Flock Safety had announced plans in October of the previous year to collaborate. This partnership was designed to allow Ring camera owners the option to share their video footage with law enforcement agencies through Ring's "Community Requests" feature. Flock Safety is a prominent operator of automated license-plate reading systems, and this collaboration aimed to integrate their technologies.

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Ring Ends Deal to Link Neighborhood Cameras After Backlash to Super Bowl Ad - 2

The controversy escalated significantly after Ring aired a 30-second commercial during the Super Bowl. This advertisement highlighted the "Search Party" function, which uses artificial intelligence to scan Ring camera footage from consenting neighbors to help locate a missing dog. While some viewers found the ad heartwarming, a substantial segment perceived it as unsettling, fearing that similar AI-driven surveillance capabilities could be misused.

Ring Ends Deal to Link Neighborhood Cameras After Backlash to Super Bowl Ad - 3

  • October [Previous Year]: Ring and Flock Safety announce a planned partnership.

  • December [Previous Year]: Ring's "Community Requests" feature is used by Providence Police in relation to a shooting at Brown University, though this was distinct from the Flock integration.

  • Super Bowl [Current Year]: Ring airs an advertisement promoting its "Search Party" feature.

  • Following Super Bowl: Public backlash and criticism from privacy advocates regarding the implications of the advertised technology and the planned partnership with Flock Safety.

  • [Date of Announcement]: Ring announces the termination of its partnership with Flock Safety.

Public Reaction and Criticisms

The Super Bowl advertisement acted as a catalyst, drawing immediate and intense scrutiny from privacy advocates, lawmakers, and the general public. The core of the concern centered on the potential for AI-enabled surveillance and the expansion of data collection beyond the intended use of finding lost pets.

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Ring Ends Deal to Link Neighborhood Cameras After Backlash to Super Bowl Ad - 4

  • Surveillance Fears: Critics, including Senator Ed Markey, expressed alarm that the technology showcased in the ad, which illustrated using a network of cameras to locate a lost dog, could easily be repurposed for wider human surveillance and identification. Senator Markey sent a letter to Amazon CEO Andy Jassy, urging changes to enhance privacy protections.

  • Dystopian Society Concerns: The ad was widely described as portraying a "dystopian surveillance society," sparking fears that such technology could erode civil liberties and personal privacy.

  • Calls for Partnership Cancellation: Various groups, including the Electronic Frontier Foundation, a nonprofit focused on digital civil liberties, and other privacy and civil liberties advocates, called for Ring to abandon its partnership with Flock Safety.

  • Social Media Protests: Some social media users organized campaigns, including instances of people smashing their Ring cameras in protest against perceived privacy violations, even though the partnership was not yet active.

Ring's Response and Partnership Status

Ring has stated that the partnership with Flock Safety never officially launched and that no Ring customer videos were ever shared with Flock. Both companies characterized the termination of the planned integration as a mutual decision.

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  • Non-Activation: Representatives from both Ring and Flock Safety consistently reiterated that the integration between their systems never became operational. Ring spokesperson Emma Daniels confirmed that the Flock partnership was never active and no launch date had been set.

  • Mutual Decision: Ring and Flock issued statements indicating a joint decision to cancel the planned integration to "best serve their respective customers."

  • Emphasis on Customer Control: Ring has defended its technology, with spokesperson Yassi Yarger stating that it is designed for customer control and not "mass surveillance." The company highlighted features like "Familiar Faces" as opt-in options designed to enhance user control over alerts while protecting data.

  • "Search Party" Feature: Ring confirmed that its "Search Party" feature, promoted in the Super Bowl ad, remains available and is free for users. This feature is distinct from the Flock partnership.

Flock Safety's Position

Flock Safety reiterated its commitment to providing tools for law enforcement agencies, emphasizing compliance with local laws and policies. The company stated that it never received any Ring customer videos and that the decision to end the planned integration was mutual.

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  • No Data Received: Flock confirmed it never received video footage from Ring customers.

  • Support for Law Enforcement: The company remains dedicated to supporting law enforcement agencies with configurable tools.

  • License-Plate Readers: Flock is a significant operator of automated license-plate reading systems, a fact that contributed to privacy concerns surrounding the potential integration with Ring's widespread camera network.

Broader Surveillance Concerns

Beyond the specific partnership with Flock, Amazon's Ring cameras have been a subject of ongoing surveillance concerns. The company has faced scrutiny regarding data privacy, data sharing with law enforcement, and the capabilities of its AI features.

  • Existing Surveillance Scrutiny: Ring has a history of facing criticism regarding how its camera data is handled and shared with law enforcement agencies.

  • Face Scanning and Privacy: Concerns have been raised about the ease of removing face scan data from Ring cameras, with one report indicating that users may have to go door-to-door to request deletions, a process seen as cumbersome.

  • Integration with Law Enforcement: The planned integration with Flock, a company with ties to law enforcement and a focus on license-plate tracking, amplified existing worries about how technology could be used to monitor communities.

Conclusion and Implications

Ring's decision to terminate its partnership with Flock Safety signifies a response to intense public and governmental pressure. The incident highlights the delicate balance between technological innovation, community safety initiatives, and fundamental privacy rights. The backlash suggests a growing public awareness and a demand for greater transparency and control over data collected by smart home devices.

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  • Partnership Dissolved: The planned integration between Ring and Flock Safety is officially canceled.

  • Public Opinion Impact: The case underscores the significant influence of public perception and criticism on corporate technology partnerships, particularly those involving surveillance capabilities.

  • Ongoing Debate: The event contributes to an ongoing societal debate about the ethical implications of AI-powered surveillance technologies and the responsibilities of companies like Amazon in deploying them.

  • Future of Ring's Partnerships: While this specific deal is off the table, the broader implications for Ring's future collaborations with law enforcement technology providers remain a subject of public interest.

Frequently Asked Questions

Q: Why did Ring stop its deal with Flock Safety?
Ring stopped the deal because people were worried after seeing a Ring advertisement during the Super Bowl. They feared the technology could be used for too much watching of people.
Q: What did the Ring Super Bowl ad show?
The ad showed how Ring cameras and AI could help find a lost dog by looking at videos from neighbors.
Q: Was the partnership already working?
No, Ring and Flock Safety said the partnership was planned but never started. No customer videos were shared.
Q: What is Flock Safety?
Flock Safety makes technology that helps police, like systems that read car license plates.
Q: Are people still worried about Ring cameras?
Yes, Ring cameras have been watched closely before for privacy reasons and how they share information with police.