After launching the “Hering Experience” in a Sao Paulo store, Brazilian clothing retailer Hering will have to confirm whether its experiment, which utilizes facial-recognition technology to monitor customer reactions to clothing, complies with privacy requirements, ZDNet reports. The store also collects customer preferences via sensors and records heat maps. The Brazilian Institute of Consumer Protection raised concern over the experiment and notified the company that it must clarify details surrounding its data-collection practices. It also argued that without having customers' consent, the “Hering Experience” is illegal.
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