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In this article, we critically explore the repercussions of this diffusion of face recognition to everyday contexts with an in-depth analysis of Facebook\u2019s \u201ctag suggestions\u201d tool which first introduced the technology to on-line social networks. We use Nissenbaum\u2019s framework of contextual integrity to show how the informational norms associated with biometrics in security and policing - their contexts of emergence - are grafted on-line social networks onto their context of iteration. Our analysis reveals a process that has inadvertently influenced the way users understand face recognition, precluding critical questioning of its wider use. It provides an important deepening of contextually-driven approaches to privacy by showing the process through which contexts are co-constitutive of informational norms. Citizens are also offered a critical tool for understanding the trajectory of biometrics and reflect on the data practices associated with the use of face recognition in social media and society at large.<\/jats:p>","DOI":"10.1177\/1461444816688896","type":"journal-article","created":{"date-parts":[[2017,2,20]],"date-time":"2017-02-20T02:10:53Z","timestamp":1487556653000},"page":"637-654","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":21,"title":["Public faces? A critical exploration of the diffusion of face recognition technologies in online social networks"],"prefix":"10.1177","volume":"19","author":[{"given":"Aletta","family":"Norval","sequence":"first","affiliation":[{"name":"University of Essex, UK"}]},{"given":"Elpida","family":"Prasopoulou","sequence":"additional","affiliation":[{"name":"Coventry University, UK"}]}],"member":"179","published-online":{"date-parts":[[2017,2,19]]},"reference":[{"key":"bibr1-1461444816688896","unstructured":"Accenture (n.d.) Available at: https:\/\/www.accenture.com\/gb-en\/insight-biometrics-2013-checkpoint-future-video (accessed 11 August 2016)."},{"key":"bibr2-1461444816688896","unstructured":"Accenture (2012) Improved homeland security management and biometrics through the US-VISIT program. 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