Tile’s New Trackers: A Lifeline or a Stalking Tool?
Tile trackers have long occupied a peculiar space in the world of Bluetooth tracking devices. They’ve often been seen as Apple’s main competitor to its popular AirTag, while simultaneously facing accusations of being more susceptible to stalking than Apple’s product. Now, with the launch of Tile’s latest trackers, featuring a built-in SOS button, the company is attempting to address these concerns while also reinforcing its position in the burgeoning tracking device market.
The new trackers, unveiled by Life360, the company that acquired Tile in 2021, boast a multi-function button that can trigger an SOS alert to designated friends through the Life360 app. A triple press of the button sends a notification containing emergency information to pre-selected contacts. While this feature offers a potential safety net for users who might find themselves in danger, it also highlights a stark reality – the inherent vulnerability of these trackers to misuse.
The SOS feature, however, faces a significant limitation. Users wanting their tracker to automatically contact emergency services, without needing to manually dial 911, would require a Gold or Platinum Life360 app subscription, priced at $15 and $25 per month respectively. These subscriptions also provide users with additional perks like crash detection and a free tracker, further incentivizing users to opt for the paid versions of the app.
The new Tile lineup also features familiar products like the Tile Mate ($25) and the Tile Pro ($35), boasting improved range and a louder ring compared to their predecessors. Additionally, the Tile Slim and the Tile Sticker provide options for tracking various items, from wallets to portable power banks. This expands the potential applications of Tile trackers, but also raises concerns regarding their potential use in situations where consent for tracking may be absent or unclear.
Navigating the Ethical Quagmire
Tile has long struggled to find a balance between innovation and ethical responsibility. The company’s efforts to deter stalking with its trackers have been inconsistent, leading to criticism and legal challenges.
In 2022, Tile rolled out "Scan and Secure", a feature similar to Apple’s AirTag scanning, allowing users to detect unwanted tags on their person. However, this feature required users to actively scan for trackers through the app, failing to provide a more proactive solution.
Later that year, Tile implemented another feature, "Anti-Theft mode," which allowed users to make their tags invisible to its own scans. However, enabling this feature required users to provide biometric data and agree to a $1 million lawsuit if they were convicted of stalking. Despite Tile’s claims that this loophole was meant to help users recover stolen items, many saw it as a blatant attempt to appease users while allowing trackers to operate outside the company’s anti-stalking frameworks.
This ethical ambiguity is further highlighted by Tile’s statement in its press release about Anti-Theft mode, where it claims, "Unlike competitors like AirTags and upcoming products compatible with the Google Find My Device Network, Tile doesn’t alert thieves if they steal an item with one of our trackers." This bold statement underscores the inherent risk of Tile trackers being used for malicious purposes.
These efforts, or lack thereof, have led to a class-action lawsuit against Tile, filed by two women in Texas who alleged they were stalked using the Tile trackers. The lawsuit accuses Tile of "marketing its product both explicitly and implicitly for the purpose of tracking people—particularly women." While Tile maintains that it does not endorse stalking and collaborates with law enforcement in such cases, this lawsuit highlights the real-world consequences of the company’s potential blindspot when it comes to safeguarding its products from misuse. The case is ongoing, and Tile’s attorneys have argued for its transfer to arbitration.
A Balancing Act: Privacy vs. Security
The launch of the new trackers with the SOS button signifies that Tile is trying to navigate the tricky terrain of privacy and security, particularly in light of the ethical concerns regarding its products. The SOS feature, while commendable in its intent, is inherently tied to the existing structure of its trackers, which, as highlighted by the ongoing legal battles, remain prone to misuse.
The SOS button becomes a double-edged sword: It offers a potential lifeline for individuals in danger, but also underscores how easily these trackers can be used for malicious purposes. This dilemma exposes the fundamental challenges of designing and implementing technology that balances the need for security and the right to privacy.
For many, the SOS feature might offer a sense of reassurance, particularly in situations where they fear for their personal safety. However, for others, specifically women who have already experienced the horrors of electronically-enabled stalking, these new features might offer little comfort. These individuals might perceive the SOS button as a mere facade, masking a deeper vulnerability that has consistently plagued the company’s trackers.
Tile faces an uphill battle in repairing its image and regaining public trust. The company must go beyond cosmetic changes and implement robust measures that truly address concerns about stalking and unauthorized tracking using its devices. The new trackers offer a starting point, but they won’t be enough to truly secure Tile’s place in a future where technology must be both innovative and ethical.
Moving Forward: What Needs to Be Done
To regain trust and ensure its trackers are used ethically, Tile needs to take concrete steps:
- Proactive Tracking Detection: Move beyond relying on user initiative alone. Develop an on-device system for detecting unwelcome tracking and providing immediate alerts, independent of user interaction.
- Enhanced Privacy Controls: Offer granular privacy control options, empowering users to restrict the ways their trackers can be utilized.
- Transparency and Accountability: Implement robust reporting mechanisms that allow users to flag suspected misuse and establish a clear chain of accountability for investigations.
- Engaging With Advocacy Groups: Collaborate with organizations dedicated to combatting stalking and domestic violence to develop best practices and educate users about the potential misuse of tracking devices.
Tile has an opportunity to be a leader in responsible tracking technology but must acknowledge the growing concerns and act decisively. Only then can it truly offer a solution that prioritizes security without sacrificing privacy. The future of Tile’s trackers will depend on how it tackles these challenges and the degree to which it prioritizes ethical considerations over profit driven incentives.
