Until a few years ago, technology for technology-based eye tracking was primarily used for certain areas of application such as market research or medicine, with the first approaches dating back to the beginning of the 20th century. However, as technological developments and possibilities progress, particularly in the field of camera sensors and the algorithms responsible for analysing them, the possible range of applications is increasingly changing. The entertainment industry is increasingly interested in the use of eye tracking, for example in head-mounted displays (generic term for data glasses, mixed or virtual reality headsets). This technology is intended to increase immersion for the user and improve the execution of the game, for example by adjusting the graphics display based on the direction of gaze (foveated rendering).

However, this development is associated with risks and should therefore be viewed critically. Using the data collected by means of eye tracking, it is possible to draw conclusions about a person with regard to their behaviour, intentions or state of health using the analysis technologies available today. In addition to the disclosure of sometimes highly intimate information, this also means the risk that this information could be used against the person to manipulate or influence their behaviour.

The aim of the joint project ‘PRETINA’ is to provide specific practical recommendations for the privacy-preserving and legally compliant use of eye tracking by developers for users. To this end, the consequences of the technology, possible privacy risks and the perception of users will be analysed holistically. At the same time, the findings will be used to derive criteria for the legally compliant and socially acceptable use of eye tracking, which will ultimately be used to develop specific technical solutions.

The research results should help to protect users when using eye-tracking and support developers of eye-tracking applications in fulfilling their ethical, legal and social responsibility and implementing the necessary data protection in a technically adequate manner. The guidelines developed should ultimately enable companies to offer eye-tracking technologies and products that combine data value creation and progressive business models with effective privacy protection.

The project is being funded by the Federal Ministry of Education and Research with a total of €1.83 million. The project will run for three years (08/2024 - 07/2027).

Joint partners:

• Fraunhofer Institute for Systems and Innovation Research (ISI), Karlsruhe (Coordinator)
• University of Tübingen - International Center for Ethics in the Sciences and Humanities
• Blickshift GmbH, Stuttgart
• University of Stuttgart - Institute for Visualization and Interactive Systems - Department of Human-Computer Interaction and Cognitive Systems
• University of Kassel - Department of Public Law, Project Group for Constitutionally Compatible Technology Design (provet)

Further information can be found on the websites of the University of Tübingen and the Federal Ministry of Education and Research.

Funding:
Federal Ministry of Education and Research

Duration:
August 2024 - July 2027

Project leader:
Priv.-Doz. Dr. Christian Geminn

Staff:
Aljoscha Schörnig