April 2003
Big Brother Benetton
There has been widespread disapproval recently of plans by Benetton to incorporate into their clothing a tiny microchip known as a Radio Frequency Identification (RFID) chip. These RFID chips function as tiny radio transmitters, allowing clothing to be identified and tracked at a distance i.e. including post sale. It appears that once inserted the chip cannot be deactivated permanently, merely "put to sleep". It is suggested that the chips have already begun appearing in Benetton's "Sisley" clothing line.
Chip manufacturer Philips Electronics is alleged to have described the devices as "imperceptible to the wearer and remaining in individual items of clothing throughout their lifetime."
Whilst there are clear benefits for goods manufacturers of using this system for inventory control and to prevent shoplifting etc. there are clear possibilities for more illicit unauthorised use (it would be possible to discover where high concentrations of customers are located and what else their customers do/ where else they go). This alternative use provokes evident grave concerns with regard to both civil liberties and privacy arguments. Some may even go further to say that tagging individuals and having the means to track their movements can be seen as a violation of an individual's human rights. In particular Article 8 of the European Convention on Human Rights entitles you to the right to a private life without interference.
According to some US websites Gap, McDonalds and Prada have all tested the tags for future widespread viability (although I'm not sure what good tagging a Big Mac would do). Tesco and Gillette are said to be investigating their use.
One useful rein on this worrying phenomenon is currently the cost of tags which is rumoured to be around $2 each although companies are promising to have tags available for less than 5 cents within 3 years. Equally the price of the machinery required to read and interpret the tag data will also have to be reduced substantially for widespread use to be commercially viable.
Information displayed by those protesting against the Benetton tags can be found at www.boycottbenetton.org.