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Privacy issues are the number one pitfall for RFID CARD and retailers. As long as the tags are only affixed to pallets and cartons then the retailers would not have any specific information on the consumer. However, when RFID tag prices fall, companies like Wal-Mart and Target plan on using RFID tags on individual products which they can trace consumer’s buying habits and other information consumer’s wish to keep private. It was privacy issues that force Benetton to cease their pilot rfid inlay system. They wanted to embed a tag in articles of clothing to stop theft, determine consumer buying habits and keep their inventory at an acceptable level. Privacy advocate groups such as the Consumers Against Supermarket Privacy Invasion (CASPIAN) fight companies using RFID to track consumer behavior. A study showed that up to 78% of America was against RFID based solely on privacy issues. It will be difficult for companies in the future to tag individual items without a public outcry without some form of protection for the public’s privacy rights.
Consumers have the largest disadvantage of any other entities involved with RFID technology. There are five privacy issues that consumers must try to protect themselves from: Hidden placement of tags, unique identifiers for objects worldwide, massive data aggregation, hidden readers, and individual tracking and profiling. Hidden placement of tags by companies is an easy way to get information from consumers. The consumer will feel safe buying a product with no knowledge of an combo cardsembedded in their clothing. These tags theoretically could track a person around the world if there were readers in specific locations throughout the world. Personal information may also be embedded in these tags giving information as detailed as your medical history. Prada and Swatch use embedded tags in their clothing, and Benetton did as well, but a boycott of Benetton was successful and they removed their tags. There is no law against companies embedding tags, and only California and Utah have made official requests to change the situation.