BMW to shame out-of-warranty UK drivers with smart billboards • Hacker News Board

Re: BMW to shame out-of-warranty UK drivers with smart billboards

#11

Post by speedgoose » Thu, Dec 24, 2020, 1:28 PM UTC

throwbacktictac wrote: post #9

jamescun wrote: post #6

Would this not be misuse of PII? You own a particular vehicle registration mark as much as you own a particular phone number, and both can reasonably be used to identify an individual (motor database verus telephone database).

UK is no longer under the GDPR right?

About one week left.

Re: BMW to shame out-of-warranty UK drivers with smart billboards

#12

Post by jamescun » Thu, Dec 24, 2020, 1:28 PM UTC

throwbacktictac wrote: post #9

jamescun wrote: post #6

Would this not be misuse of PII? You own a particular vehicle registration mark as much as you own a particular phone number, and both can reasonably be used to identify an individual (motor database verus telephone database).

UK is no longer under the GDPR right?

The UK has left the EU however the Data Protection Act 2018 which implemented GDPR within the UK is still in effect.

Re: BMW to shame out-of-warranty UK drivers with smart billboards

#13

Post by StavrosK » Thu, Dec 24, 2020, 1:29 PM UTC

christophilus wrote: post #10

jamescun wrote: post #6

Would this not be misuse of PII? You own a particular vehicle registration mark as much as you own a particular phone number, and both can reasonably be used to identify an individual (motor database verus telephone database).

Your license plate is public. It’s literally on your car for all to see.

It's not the license plate that's PII, it's whether I've paid my warranty or not.

Re: BMW to shame out-of-warranty UK drivers with smart billboards

#14

Post by durnygbur » Thu, Dec 24, 2020, 1:29 PM UTC

I remember reading an interview with BMW designer that the obnoxiously huge front grills are a nod to the Chinese customers. Chinese customers wanted the drivers in front of them to feel intimidated, as if the car and driver behind wanted to eat them. Other premium brands like Lexus followed with this trend.

Re: BMW to shame out-of-warranty UK drivers with smart billboards

#15

Post by tremon » Thu, Dec 24, 2020, 1:29 PM UTC

christophilus wrote: post #10

jamescun wrote: post #6

Would this not be misuse of PII? You own a particular vehicle registration mark as much as you own a particular phone number, and both can reasonably be used to identify an individual (motor database verus telephone database).

Your license plate is public. It’s literally on your car for all to see.

Your warranty status with the original manufacturer is not.

Re: BMW to shame out-of-warranty UK drivers with smart billboards

#16

Post by Veen » Thu, Dec 24, 2020, 1:29 PM UTC

throwbacktictac wrote: post #9

jamescun wrote: post #6

Would this not be misuse of PII? You own a particular vehicle registration mark as much as you own a particular phone number, and both can reasonably be used to identify an individual (motor database verus telephone database).

UK is no longer under the GDPR right?

It is until the end of the 2020 transition period. Thereafter it is not, but the Government intends to introduce similar privacy legislation.

> The Data Protection Act 2018 (DPA 2018), which currently supplements and tailors the GDPR within the UK, will continue to apply.

> The provisions of the GDPR will be incorporated directly into UK law from the end of the transition period, to sit alongside the DPA 2018.

https://ico.org.uk/for-organisations/data-protection-at-the-...

Re: BMW to shame out-of-warranty UK drivers with smart billboards

#17

Post by christophilus » Thu, Dec 24, 2020, 1:30 PM UTC

prtkgpt wrote: post #2

BMW jerks deserve to be shamed. :P This claim is disputed.

It would be interesting to see stats on aggressive driving by brand. My guess is that BMW drivers would be well near the most aggressive on the list.

Re: BMW to shame out-of-warranty UK drivers with smart billboards

#18

Post by 1cvmask » Thu, Dec 24, 2020, 1:30 PM UTC

Makes me want to buy an old mechanical jalopy that can’t be hacked as it is not “smart” and remotely hackable.

Charlie Miller demoed remote hacking on a jeep while on the highway, and being hacked is now a lesser fear to me than being shamed:

https://www.wired.com/2015/07/hackers-remotely-kill-jeep-hig...

Re: BMW to shame out-of-warranty UK drivers with smart billboards

#19

Post by speedgoose » Thu, Dec 24, 2020, 1:30 PM UTC

I think such marketing departments are supposed to test their ideas on a sample of potential customers first. It would be interesting to know whether they did it for this marketing campaign, and if so what are the profiles of their customers.

Re: BMW to shame out-of-warranty UK drivers with smart billboards

#20

Post by bluesign » Thu, Dec 24, 2020, 1:32 PM UTC

jamescun wrote: post #6

Would this not be misuse of PII? You own a particular vehicle registration mark as much as you own a particular phone number, and both can reasonably be used to identify an individual (motor database verus telephone database).

It is PII under GDPR for sure.