Motoring website Auto Trader has run into a spot of bother with the DVLA (Driver and Vehicle Licensing Agency) over its recently-launched iPhone application. The app used image recognition technology to read car number plates. A user who saw a car they liked the look of could launch the app and take a photo of the number plate. From the number recognition technology, the app would then return information about the car, including miles per gallon, typical price, and which dealers in the users area are selling similar cars, as well as user reviews from AutoTrader.co.uk to help people make more informed decisions.
The DVLA has requested that Auto Trader remove the image recognition element, however as it conflicts with their code of ethics. Auto Trader has agreed to comply with the request and has now removed the feature.
According to an Auto Trader spokesperson:
The DVLA has requested that Auto Trader remove the image recognition element of the iPhone application. Although the app in no way infringes data privacy regulations, the snap function conflicts with the DVLAs code of ethics, as it allows consumers to capture images of vehicle license plates.
The application draws only on publically-available information and does not release owner details or information on where a vehicle is registered. However, we take consumer security extremely seriously and so have happily agreed to comply with the DVLAs request. As a result, from 30 March, the snap function has been removed from the app. Consumers trying to access this function will receive an error message, but will still be able to access the core search function, something users appear to value above the image recognition functionality based on early usage of the app.
 Since the app launched two weeks ago it has received a hugely positive response from consumers, and we will be working to support this success with an updated version as soon as possible, in which we aim to include remedies to key issues that users have been providing feedback on. We are committed to finding new and engaging ways for consumers to find the cars theyre looking for and mobile access is a key part of this evolution over the coming months. We will inform users as soon as a release date for the new version of the application has been confirmed.