4 strategies to address driver privacy concerns with dash cams
The risk management and behavioral change benefits of using dash cams coupled with driver coaching are well-documented.
Understandably, privacy is at the top of the list of driver objections to dash cams. Primarily, driver-facing cameras present the most resistance. If carriers don't address privacy concerns, it is unlikely that they will maximize their dash cam system return on investment (ROI).
Below are four strategies to reduce objections to road- and driver-facing dash cams.
1. Use facts.
Start with presenting facts and driver testimonials (if available).
Share that the passenger car driver is at fault in at least 70 percent of fatal truck-passenger-vehicle-involved crashes. Hence, the exoneration of the truck driver based on video footage is a real possibility.
Also, compelling data comes from the April 2023 American Transportation Research Institute (ATRI) Issues and Opportunities with Driver-Facing Cameras (DFC) study, which found:
- DFC footage helps exonerate commercial truck drivers in 49 percent of litigation cases and 52 percent of insurance claims where video footage was available.
- Approval of DFCs was 87 percent higher when carriers used the video footage for safety programs, driver coaching, and training than when there was no proactive safety use.
The widespread use of dash cams in private fleets is also a positive indicator. The National Private Truck Council's 2022 Benchmarking Survey confirmed that 72 percent of fleets have adopted dash cam systems. Only 28 percent use road-facing cameras (RFCs), and 56 percent use road- and driver-facing cameras.
2. Implement protections for biometric data.
Biometric data such as facial geometry, fingerprints, digital voiceprints, and iris scans are often used to access in-cab technology securely. Several states have privacy laws requiring consent before collecting or storing biometric data. If driver approval is not received, the carrier may be the target of litigation that has nothing to do with a crash.
Drivers might also be concerned about their personal data getting used or misused.
Critical state legal requirements to protect privacy include:
- Inform the person of the purposes and retention period of biometric information.
- Receive written consent to collect or disclose biometric information.
- Implement reasonable security procedures and practices.
- Maintain a written policy with a retention schedule and guidelines for permanently destroying biometric identifiers and information.
These steps also help reassure drivers that plans are in place to protect their biometric data.
3. Update the dash cam policy with assurances.
The dash cam policy should contain critical system-use details to avoid surprises for drivers. Another essential purpose is to provide privacy assurances.
Policy considerations include:
- Obtain written driver consent before collecting, storing, or using video clips or biometric data.
- Include how and when drivers will be recognized and rewarded for safe driving habits.
- Identify and prioritize the focus behaviors (such as distracted or drowsy driving and seat belt use).
- Avoid excessive coaching for minor incidents.
- Record video clips for "x" seconds before and after a triggered event for coaching or legal defense and avoid continuous recording.
- Limit video access to safety personnel only and secure from unauthorized access.
- Provide initial and ongoing training of driver coaches on their approach to drivers and privacy.
- Refrain from monitoring drivers in real-time except in an emergency.
- Prohibit audio recording to avoid legal issues in dual-party consent states.
4. Enhance the bonus and recognition program
Drivers care about improving their behavior and skills. Money in a driver's paycheck and recognition tied to desired behavior changes are often effective. Incentive and recognition program criteria should be easily understood and perceived as fair.
Key to remember: Carriers should proactively address driver privacy concerns to maximize their dash cam ROI and avoid legal issues with biometric data, if applicable.