A little while back I posted on the launch of an iPhone App for the popular Auto Trader magazine in the UK. Key amongst its features was numberplate recognition, to assist with looking for cars to buy. We got an update today telling us that the DVLA (Driver and Vehicle Licensing Agency) has requested that Auto Trader remove the image recognition element as it conflicts with their code of ethics. Auto Trader has agreed to comply with this request and the feature will be removed from today.
An Auto Trader spokesperson said:
“The DVLA has requested that Auto Trader remove the image recognition element of the iPhone application. Although the app in no way infringes data privacy regulations, the ‘snap’ function conflicts with the DVLA’s code of ethics, as it allows consumers to capture images of vehicle license plates.
“The application draws only on publically available information and does not release owner details or information on where a vehicle is registered. However, we take consumer security extremely seriously and so have happily agreed to comply with the DVLA’s request. As a result, from the 30th March, the ‘snap’ function will be removed from the app. Consumers trying to access this function will receive an error message but will still be able to access the core search function, something users appear to value above the image recognition functionality based on early usage of the app.
“Since the app launched two weeks ago it has received a hugely positive response from consumers and we will be working to support this success with an updated version as soon as possible, in which we aim to include remedies to key issues that users have been providing feedback on. We are committed to finding new and engaging ways for consumers to find the cars they’re looking for and mobile access is a key part of this evolution over the coming months. We will inform users as soon as a release date for the new version of the application has been confirmed.”
So there you go. Bit of a shame really, since we like cool mashup technology that lets us get more out of our Apps 🙁