The current era of digitalization has rapidly moved shopping online. Virtual Try-On Technology: Try Before You Buy… Anytime, Anywhere At the same time, doing so can aid brands in maintaining ongoing compliance with today’s expanding body of law governing facial biometrics. To limit the expansive liability exposure that accompanies the use of facial recognition-powered virtual try-on features-while at the same harnessing the myriad of benefits that virtual try-on tech has to offer-brands are well advised to implement robust, flexible biometric privacy programs to minimize the risk of becoming the next target of a class action lawsuit or FTC enforcement action.
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Virtual try-on technology that relies on facial recognition software is also quickly emerging as the next major target of bet-the-company biometric privacy class action litigation. Facial biometrics has also become a priority focus for Federal Trade Commission (FTC) privacy enforcement actions as well. In particular, facial recognition has had an outsized impact the retail industry, especially as it relates to the precipitous growth of virtual try-on technology now being utilized by a wide variety of retail brands.Īs brands embark on the widespread adoption of virtual try-on tech, states and cities from coast to coast-as well as lawmakers in Congress-are attempting to enact strict laws regulating the use of this and other forms of facial recognition. Part two provides tips and strategies for brands that currently use, or are contemplating the use of, virtual try-on features to maximize effectiveness while minimizing their potential biometric privacy liability exposure.įacial recognition has rapidly transformed-and enhanced-the consumer experience across numerous industries. Part one discusses the expanding biometric privacy liability risks associated with the use of today’s increasingly popular virtual try-on features.
This is the first article in a two-part series analyzing how retail brands can mitigate their liability exposure in connection with today’s ever-increasing mix of biometric privacy laws while using virtual try-on technology.
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