As part of this event, cameras and AI-assisted analytical methods are used in specifically marked areas. The purpose is to statistically evaluate the visitor experience, the use of event areas and visitor engagement, and to further develop the event on this basis.

1. Controller

Messe Frankfurt Exhibition GmbH
Ludwig-Erhard-Anlage 1
60327 Frankfurt am Main

Email:
privacy@messefrankfurt.com

2. What data is processed?

The camera images are processed only transiently and in real time. In particular, the following information may be automatically captured or estimated:

• presence and number of visible persons

• dwell time

• facial expression for the statistical assessment of visitor engagement

• estimated age group

• estimated apparent gender

• technical metadata

The processing is used to produce statistical findings on visitor numbers, visitor flows, dwell time, engagement and responses to event content.

3. How it works

The camera images are analysed in real time by algorithms on local computers at the event venue.

Immediately after analysis, the image data is technically discarded or overwritten. Camera images, still images, image crops, frames and video sequences are not permanently stored or archived. Subsequent reconstruction of the image data is not possible.

Only anonymised, aggregated statistics and KPIs are stored; they cannot identify individuals. Raw images are excluded from backups and all logs.

4. No facial recognition or identification

Facial recognition is not used to identify or recognise individual persons.

In particular:

• no names or contact details are collected;

• no biometric identities are established;

• no biometric templates are created or stored;

• no individual visitor profiles are created;

• no data is linked with other datasets; and

• no automated decisions with legal or similarly significant effects are made in relation to visitors.

The analysis is used exclusively for anonymised and aggregated event analysis.

5. Purposes and legal basis of processing

The data is processed for the following purposes:

• analysing visitor numbers and visitor flows;

• determining dwell times;

• statistically analysing visitor engagement;

• assessing responses to event content and formats;

• improving event quality and the visitor experience;

• optimising the event's content and use of event areas.

The legal basis for the processing is Article 6(1)(f) GDPR. The legitimate interest lies in anonymised performance measurement and optimisation of the event, its content and processes.
The interests and rights of visitors are taken into account in particular by ensuring that image data is processed only transiently and is not stored, and that the analysis results are processed further only in anonymised and aggregated form. A designated camera-free area is also available.

6. Recipients and processors

The technical implementation is carried out on behalf of Messe Frankfurt Exhibition GmbH by:

Live Matters GmbH / knw. by Live Matters
Industriegebiet Dögelmühle
61184 Karben

The following sub-processor is engaged:

Tawny GmbH
Haus der Innovation
Schellingstraße 45
80799 München

Tawny GmbH performs the local, automated real-time analysis of camera images using algorithms and machine-learning models.

7. Processing within the EU or EEA

Processing and storage take place exclusively within the European Union or the European Economic Area.

In accordance with the contractual arrangements, no remote, support, administrative or other access to personal data takes place from countries outside the EU or EEA.

8. No use for training AI systems

The image data processed during the event is not used to train, validate or further develop the service providers' own AI models or third-party AI models. No training datasets are created from the camera images, and none are stored. The service providers are prohibited from using the image data for their own purposes.

9. Storage period

Camera images containing personal data are processed only for the duration of the immediate real-time analysis and are subsequently technically discarded or overwritten.

Only anonymised and aggregated analysis, statistical and KPI data that cannot be attributed to individual persons is stored permanently.

10. Camera-free area and right to object

To avoid being captured by the cameras, please use the designated camera-free area.

Image data is processed only in real time and then discarded; only anonymised, aggregated results are stored. Analysis results therefore cannot later be attributed to a specific person.

Under Article 21(1) GDPR, you have the right to object at any time, on grounds relating to your particular situation, to processing based on Article 6(1)(f) GDPR.

Send objections to:

privacy@messefrankfurt.com

11. Your data protection rights

Where the statutory requirements are met and the personal data concerned can still be attributed to an individual, you have the following rights in particular:

access to your personal data (Article 15 GDPR);

rectification of inaccurate personal data (Article 16 GDPR);

erasure of your personal data (Article 17 GDPR);

restriction of processing (Article 18 GDPR); and

objection to processing in accordance with Article 21 GDPR.

In addition, under Article 77 GDPR, you have the right to lodge a complaint with a data protection supervisory authority.

If you have any questions about data protection or wish to exercise your rights, you may contact the Data Protection Officer:

Data Protection Officer of Messe Frankfurt GmbH
privacy@messefrankfurt.com