Author
joe broadhurst
Liz McIntyre, Communications Director, CASPIAN Consumer Advocacy, joins CKUT to discuss the threat of RFID technology on personal privacy. (22:05)
"RFID would expand marketers' ability to monitor individuals' behavior to undreamt of extremes. With corporate sponsors like Wal-Mart, Target, the Food Marketing Institute, Home Depot, and British supermarket chain Tesco, as well as some of the world's largest consumer goods manufacturers including Procter and Gamble, Phillip Morris, and Coca Cola [29] it may not be long before RFID-based surveillance tags begin appearing in every store-bought item in a consumer's home.
According to a video tour of the "Home of the Future" and "Store of the Future" sponsored by Procter and Gamble, applications could include shopping carts that automatically bill consumers' accounts (cards would no longer be needed to link purchases to individuals), refrigerators that report their contents to the supermarket for re-ordering, and interactive televisions that select commercials based on the contents of a home's refrigerator. [30]
Now that shopper cards have whetted their appetite for data, marketers are no longer content to know who buys what, when, where, and how. As incredible as it may seem, they are now planning ways to monitor consumers' use of products within their very homes. RFID tags coupled with indoor receivers installed in shelves, floors, and doorways, [31] could provide a degree of omniscience about consumer behavior that staggers the imagination. "
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