In malls throughout Japan, billboards are being installed that use biometrics to determine what demographic a viewer fits within, and show an appropriate advertisement.

The first thing the billboard determines on a passerby is gender. Currently, the biometric scanners are capable of determining whether one is male or female with 85 to 90 percent accuracy, the Guardian reports.

The advertising machines are also capable of determining the approximate age and ethnicity of shoppers.

While current billboards are restricted to biometric data, the software does have the potential to expand its reach. Because certain facial features do not change with age or even surgery, scanners can fairly accurately identify individuals and advertise to their specific preferences...

(“John Anderton, you could use a Guinness right about now!” -fc)