Many of the people working for mass media are their own worst enemy when it comes to the profession's reputation. And then they complain that there's too much distrust in the general public.
Anyway,the short regarding that project is that they use biometric data, encrypt it and put a "hash"* of it on their blockchain. That's been controversial from the start for obvious reasons although most of the mainstream criticism is misguided and by people who don't understand the tech.
*They call it a hash but I think it's technically not.