Now Stores Must Tell You How They're Tracking Your Every Move


Now Stores Must Tell You How They’re Tracking Your Every Move

California’s new privacy law has spurred a torrent of online notices. But the law is also forcing changes offline, in traditional stores.

To anyone with eyes in their kneecaps, the notice outside gadget retailer B8ta’s glossy store next to San Francisco’s new NBA arena is obvious. “We care about your privacy,” the small plaque proclaims, offering a web address and QR code.

Anyone curious and limber enough to bend down and follow these pointers is taken to the retailer’s online privacy policy, which discloses that stepping inside the store puts you in range of technology that automatically collects personal information. That includes “smartphone detectors” and Wi-Fi routers that note the location and unique identifiers of your phone, and cameras equipped with software that estimates your age and gender.





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Tom Simonite

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