EU warns firms on RFID tags

EU Commissioner Viviane Reding heads off any attempts to track consumers and their preferences using RFID tags.

Consumers to decide whether they want tagged goods

EU Commissioner Viviane Reding has called for firms wishing to use radio frequency identification (RFID) tags to track consumer purchases to abide by strict privacy guidelines.

“No European should carry a chip in one of their possessions without being informed precisely what they are used for, with the choice of removing or switching it off at any time,” said Reding.

RFID tags vary in sophistication, but the devices, which can be embedded in products, have reached a size where they could be undetectable to the naked eye.

For businesses, RFID tags can improve overall business processes, through giving better asset and resource utilisation, as well as allow better asset tracking and tracing.

Reding said that privacy considerations must not be overlooked.

“In spite of the many advantages of technological development, there is an undeniable risk that privacy is being lost to the brave new world of intrusive technologies," she said.

EU telecoms reform proposals put forward by the commission already stipulates that public communications networks supporting RFID and similar devices are subject to European privacy and electronic communications rules.

The recommendation published today adds to those proposals by providing guidance on how to implement RFID applications in a manner that protects privacy and personal data. It suggests giving consumers the option to opt-in approach tp RFID.

This approach would mean tags are deactivated or removed if they present a threat to privacy or data protection, unless consumers give their consent to keep their tags active.

The Commission also recommends that the presence of a tag should be, indicated through a sign on the product itself, or on its packaging. The European Standardisation Organisations is currently defining a standard sign that will be used throughout Europe.