B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • WPP
  • State of Origin
  • NRL
  • Pinterest
  • B&T Women in Media
  • Thinkerbell
  • AFL
  • imaa
  • Anthony Albanese
  • Spotlight on Sponsors
  • Meta
  • AI
  • Foxtel
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Apple’s Photo-Scanning Technology Causes Privacy Storm
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Technology > Apple’s Photo-Scanning Technology Causes Privacy Storm
Technology

Apple’s Photo-Scanning Technology Causes Privacy Storm

Staff Writers
Published on: 11th August 2021 at 7:27 AM
Staff Writers
Share
3 Min Read
Adelaide, Australia - September 20, 2013: Entering passcode on an iPhone 4 running iOS 7. iOS 7 is the foundation of iPhone, iPad, and iPod touch. It comes with a collection of apps and useful features. The iOS 7 update features a redesigned interface and hundreds of new features.
SHARE

Apple has revealed it will be analysing images on select devices, in an effort to protect children using iPhones and other iOS products.

Earlier this month, Apple detailed its Expanded Protections for Children, which includes new technologies to warn children and parents about explicit content.

On Messages, Apple will now use on-device machine learning to identify sensitive content, while on-device image matching will be used for iCloud Photos to detect Child Sexual Abuse Material (CSAM).

There will also be new resources added to Siri and Search to help children and parents navigate unsafe situations.

“At Apple, our goal is to create technology that empowers people and enriches their lives — while helping them stay safe,” the company said.

“We want to protect children from predators who use communication tools to recruit and exploit them, and limit the spread of Child Sexual Abuse Material (CSAM).”

The new features are only available for accounts set up as families in iCloud, where a parent/guardian must opt in to turn the controls on for children under the age of 12.

And while Apple has made it clear that these controls will only be used on these select accounts, there has still been some level of public concern about the scope of these controls, particularly the notion of ‘scanning’ images.

The Center for Democracy & Technology’s Security & Surveillance Project co-director Greg Nojeim said the new technologies could impact security on devices.

“Apple is replacing its industry-standard end-to-end encrypted messaging system with an infrastructure for surveillance and censorship, which will be vulnerable to abuse and scope-creep not only in the US, but around the world,” he said.

“Apple should abandon these changes and restore its users’ faith in the security and integrity of their data on Apple devices and services.”

Nojeim added that such technologies create a ‘backdoor’ in that they break the end-to-end encryption that many people enjoy on Messages.

Apple has previously refused to create such a ‘back door’ for law enforcement agencies looking to access encrypted messages.

However, Apple has gone on the record to say the changes do not break end-to-end encryption in Messages.

“This doesn’t change the privacy assurances of Messages, and Apple never gains access to communications as a result of this feature. Any user of Messages, including those with with communication safety enabled, retains control over what is sent and to whom,” Apple said.

“If the feature is enabled for the child account, the device will evaluate images in Messages and present an intervention if the image is determined to be sexually explicit.”

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Apple, iPhone, Privacy
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Clemenger BBDO Sydney office.
Agency Scorecard: Clemenger BBDO
11/07/2025
Matt Coote.
Matt Coote Takes New Senior Role At GumGum
11/07/2025
Spenser Skates.
Amplitude Acquires Kraftful To Embed AI-Native Voice Of Customer Capabilities
11/07/2025
Agency Scorecard: BMF
11/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?