Retailers have the ability to scan your face digitally, and use that identification to offer you special prices or even recognize you as a prior shoplifter. But should they use it? Should they get your permission first? Privacy advocates announced Tuesday they have walked away from a government-run effort with industry intended to ... hash out voluntary protocols for facial recognition technology in a way that doesn't hurt consumers. The Commerce Department's National Telecommunications and Information Administration, or NTIA, was acting as mediator. The two sides had been meeting for 16 months ... until the nine major privacy groups said they had hit a dead end and that people deserve more protection than they are likely to get in this forum. At a base minimum, people should be able to walk down a public street without fear that companies they've never heard of are tracking their every movement - and identifying them by name - using facial recognition technology," the groups said. "We have been unable to obtain agreement even with that basic, specific premise." The ability to apply a unique signature to a person's face, even if you don't identify them by name, is particularly invasive, according to privacy advocates. "You can change your password and your credit card number; you cannot change your fingerprints or the precise dimensions of your face. Through facial recognition, these immutable, physical facts can be used to identify you, remotely and in secret, without any recourse."