The electronic tags, known as RFID (radio frequency
identification) tags, comprise a microchip and a tiny antenna that
transmits data from the chip to a reader. The reader is activated
whenever the antenna comes into range and the data can be used to
ring up a purchase or trigger an event, such as opening a door or,
in Gillette's case, triggering a camera. Usually the range is no
more than a few feet.
The technology is expected to improve retail efficiency by
making stock checks and payment easier. Wal-Mart, the biggest
retailer in the US, is pushing its suppliers to adopt RFID
technology. Wal-Mart was the company that also pushed the
introduction of the bar code, which RFID is expected to
replace.
Gillette's interest in the technology is partly because razor
blades are among the most commonly stolen items from supermarket
shelves. Tesco has been participating in the Gillette trial, using
one of its Cambridge stores. Other retailers are doing similar
trials and this week chip-maker Texas Instruments announced that it
had created an RFID solution for the dry-cleaning industry.
But RFID' tags have their critics. In general the chips are too
small to be removed, and if they are embedded in the product itself
– clothes or shoes – rather than the packaging, then they will
remain in it. It is also possible for them to remain trackable and
this, say privacy groups, is an unacceptable breach of privacy.
They worry that criminals, governments or other agencies will be
able to identify and track an individual by the RFID tags on his or
her person.
Privacy group CASPIAN (Consumers Against Supermarket Privacy
Invasion and Numbering) is calling for a boycott of Gillette.
Earlier this year, it called for a boycott of Benetton, when the
clothing company announced that it was also considering use of
RFIDs in its clothes.
"We have corroborated evidence that a Gillette 'smart shelf'
fitted with radio frequency identification (RFID) devices can sense
when packages are removed from a store shelf and, in response, take
pictures of consumers handling them," said CASPIAN founder and
director Katherine Albrecht. "Tracking and photographing consumers
without their knowledge and consent is unacceptable."
She added, "We want to send a clear message to Gillette and
other companies that consumers will not tolerate being spied on
through the products they buy."
