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A new advertising strategy being deployed in London is utilizing facial-recognition technology to determine whether the viewer is male or female.

According to AdWeek, once it recognizes the gender of the viewer, it will allow those with female-features to see a 40-second video for Plan UK's "Because I Am a Girl" campaign. As for guys, they'll only get to see a URL. The software has a 90% accuracy rate, but we can only imagine how awkward it would be to have been misidentified!

We don't really get what's with the selective gender feature, isn't equality for girls something everyone should be concerned about?