Benetton feels heat over ‘spy clothes’ maria Ligerakis
THE concept of “spy clothes”—that is, garments with sophisticated tracking devices woven into the labels—may not be as far-fetched as it sounds.
Tracking devices that can be woven into clothing could be used to identify individuals and target them with advertising in much the same way as presented in the film Minority Report, according to consumer groups and privacy advocates who have snubbed the use of the devices.
The debate follows reports that fashion label Benetton has placed tracking technology devices into some of its garments.
The Radio Frequency Identification (RFID) chips are woven into clothing labels (replacing bar codes) and allow the manufacturer to monitor inventory levels and also track garments at the point of purchase.
Consumer groups have called for a worldwide boycott of Benetton over the use of the tracking devices, which can also be used to monitor and capture vital customer information.
Mark Sneddon, national co-ordinator of privacy practice at Sydney law firm Clayton Utz, said the use of RFID chips exposed a loophole in Australian privacy legislation. At present, legislation only covers data handling practices regarding information that identifies individuals.
“Many organisations are embedding minute RFID transmitters into their products—in Benetton’s case into labels of some clothing,” he said.
Sneddon said while RFID chips were useful in terms of theft reduction and stock management, privacy issues came into play once a purchase was made and the product left the store.
“Not only can information about you be collected from an RFID as you walk through a shop or down the street, this technology makes it theoretically possible for information about an individual’s possessions to be collected at work, in a cinema, at a sporting event or on public transport,” he said.
Meanwhile, a website (Boycottbenetton.org) has been set up, encouraging consumers to snub Benetton over the use of the technology. “As an organisation dedicated to helping the world, they ought to realise the implications of this decision,” the site says.
A Benetton Australia spokes-person was unavailable for comment at press time.
