The European Commission later this year will publish guidelines governing the use of radio frequency identification (RFID) tags in an attempt to make sure they safeguard personal privacy, according to wire service reports.
The EU executive’s call for public comments on RFID last year unearthed “a strong lack of awareness and considerable concern among citizens,” the Commission said.
It said it would work to “stress the absolute need for citizens to decide how their personal data is used” in an effort to help the technology gain ground in Europe.
Companies have already started using RFIDs in their marketing efforts.
For example, automaker Mini USA launched a pilot test in January for personalized ads on electronic billboards that use the tags to target one-to-one messages to drivers in four cities (Direct Newsline, Jan. 30).
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