Swedish opticians are fumbling basic questions about data privacy when selling Meta's smart glasses, according to an investigation by GP and Svenska Dagbladet reporters who visited ten eyeglass stores across Sweden. Staff responses about where user data goes were "unclear and sometimes incorrect," exposing a troubling gap between high-tech products and retail training. Source: Swedish Authority for Privacy Protection (IMY).
The disconnect is striking. These aren't just sunglasses with a camera. Meta's Ray-Ban smart glasses now feature real-time facial recognition, identifying people by cross-referencing billions of images, according to WebProNews. Yet when customers ask where their data ends up, Swedish store staff often don't know.
Training gaps at major chains
Synoptik, which sells the glasses in Stockholm and Göteborg stores, insists all staff complete training programs covering "ethical guidelines" and legal responsibilities. But their own marketing director, Johan Rudström, admits the company "will ensure that all our employees who sell these products feel confident having the knowledge they need" after learning about the investigation's findings.
One Synoptik employee told reporters they weren't used to selling tech products and suggested AI devices should have dedicated stores. That's a red flag. If your staff think the product belongs somewhere else, maybe it does.
Synsam, which started selling the glasses last summer, takes a more hands-off approach. Jenny Fridh from Synsam says they focus on the optical aspects while Meta handles the tech platform. Fair enough, but customers asking privacy questions in Swedish stores deserve better than "read Meta's terms of service."
Data processing concerns
The investigation revealed that workers in Kenya who process user data from these glasses report accessing "private and sensitive material, including recordings from toilet visits or situations involving nudity," according to the GP/Svenska Dagbladet findings. Users apparently don't realize their content gets shared this way.
Under EU GDPR rules, personal data must be processed lawfully and fairly for specific, explicit purposes, according to Europa.eu. Swedish retailers can't just punt responsibility to Meta when they're the ones taking customers' money.
Regulatory scrutiny expected
This mess exposes how traditional Swedish retail handles disruptive tech. Opticians built their business on frames and lenses, not facial recognition algorithms. Now they're selling devices that can identify strangers on the street, but their staff training hasn't caught up.
The privacy concerns are real. A lawyer at NOYB, the European digital rights group, stated that "AI smart glasses raise notable privacy concerns," according to Reuters. Swedish consumers deserve retailers who understand what they're selling.
Both chains promise better training after this investigation. But the damage is done. Customers have already bought devices without proper privacy guidance. Expect regulatory scrutiny of retailers' GDPR compliance, particularly companies that can't explain their own products' data flows.
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