When The Washington Post ran a headline saying that a Google app that matches your face to artwork is wildly popular – and that it is also raising privacy concerns – that’s not a good thing for branding.

The Google Art & Culture app is supposed to match selfies against celebrated portraits pulled from more than 1,200 museums in more than 70 countries.

The app appeared last December and got a lot of shares on Facebook, Twitter and Instagram over the holidays.

The suspicions grew out of concern about turning over your facial recognition data to Google. Of course, there were also those said  that Google and others already have hat data via the photos of you tagged online.

Google says that the selfies are not being used to train machine learning programs. They are not going into a database of faces.

But our current climate of privacy concerns has a lot of people questioning those kinds of promises – though for hose who used the app, perhaps a bit too late.

It’s not just Google. Also in December, Facebook began flagging users that appeared on the social network without being tagged in order to “enhance users’ privacy and control.” Apple’s Face ID, introduced last fall in the iPhone X was controversial for using a person’s face to unlock the device and enable applications, including mobile payments.