Microsoft denies Kinect ad targeting claims

Xbox 360 Kinect will not use any of the information it gathers about players or their environments to create targeted advertising, the platform holder has stated.

The rebuttal came after Xbox COO and CFO Dennis Durkin talked up the potential commercial benefits to investors at the BMO Capital Markets conference.

We can cater which content we present to you based on who you are,” Durkin is reported by The Wall Street Journal as saying.

How many people are in the room when an ad is shown? How many people are in the room when a game is being played? When you add this sort of device to a living room, there’s a bunch of business opportunities that come with that.”

However, the company has since moved to dismiss the claims.

Xbox 360 and Xbox Live do not use any information captured by Kinect for advertising targeting purposes,” a statement read. Microsoft has a strong track record of implementing some of the best privacy protection measures in the industry.

We place great importance on the privacy of our customers’ information and the safety of their experiences.”