Silent Tracking

Lewczak, Joseph
May 2006
Marketing Management;May/Jun2006, Vol. 15 Issue 3, p46
This article examines law and legislation regarding the use of technologies that use radio waves to automatically identify individuals (RFID). RFID technology is used by many corporations for inventory and asset tracking, however it can also be used to track information about consumers, which can then be sold for marketing purposes. The article discusses legal precedent surrounding this technology and compares it to lawsuits that have occurred regarding adware and spyware computer programs. The author suggests that even if there isn't a specific law banning the use of RFID for marketing, it shares a striking similarity with technology that has already been the subject of legislation.


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