Celebrities can sue you if you use their likeness or name for promotional purposes without permission, and normally, you must pay a fee to do so. And, you don't get to use that likeness or name again unless you pay again.
So, why shouldn't the law require companies and governments to get your permission to use your likeness—now called "facial recognition"—when they wish to exploit your identity for profit and/or surveillance purposes? In fact, why not require the government to demonstrate probable cause in front of a judge as to why it needs to gather biometric and other data on you and store it?
One hundred fifty-five years ago the United States abolished the right of one human to own another. The principle is that we own ourselves and no one should be able to take that ownership away. So, I'm asking this: If we own ourselves, does that not imply owning the information we need to maintain that ownership, in other words, to be a free person?
This is no idle question in the age of surveillance capitalism. Everywhere the key to controlling others has become controlling information related to them, and that information now includes your movements, your purchases, your habits (at work and at home), your current whereabouts, and anything and everything you put on the internet about yourself. In addition, anything you choose to monitor using "smart" technology will have the providers of such technology looking over your shoulder as you do.