This story originally appeared on Global Voices Advocacy

The developers behind “FindFace,” which uses facial recognition software to match random photographs to people’s social media pages on Vkontakte, say the service is designed to facilitate making new friends. Released in February this year, FindFace started gaining popularity in March after a software engineer named Andrei Mima wrote about using the service to track down two women he photographed six years earlier on a street in St. Petersburg. (They’d asked him to take a picture of them, but he never got their contact information, so he wasn’t able to share it with them at the time.)

From the start, FindFace has raised privacy concerns. (Even in his glowing recommendation, Mima addressed fears that the service further erodes people’s freedoms in the age of the Internet.) In early April, a young artist named Egor Tsvetkov highlighted how invasive the technology can be, photographing random passengers on the St. Petersburg subway and matching the pictures to the individuals’ Vkontakte pages using FindFace.

“In theory,” Tsvetkov told RuNet Echo, “this service could be used by a serial killer or a collector trying to hunt down a debtor.”

It ain’t just the government that is creating a panopticon.  The private sector is moving there even faster.