If you blog it, they will come. Microsoft president Brad Smith posted a lengthy blog entry last week calling for the federal government to regulate facial recognition technology. His rationale touched on everything from bias and discrimination to the threat of mass surveillance.

When it came time to tackle the implications for privacy, Smith proposed a notice and consent-based approach reminiscent of the kind applied to personal data under regulations like the European Union’s General Data Protection Regulation (GDPR) and the California Consumer Privacy Act.