One of my favourite books from last year was the superb “Spychips” by Katherine Albrecht and Liz McIntyre (they have a blog), examing the RFID industry and its threat to privacy. What I found to be of particular interest was the strategy developed by the Auto-ID Centre - the primary research group behind the Internet of Things concept, backed by some major corporations like Procter & Gamble and Gillette, and also the Department of Defense - to overcome the privacy concerns of consumers.

The Auto-ID Centre hired the pricey public relations firm Fleishman-Hillard and set out to “develop best messages to pacify” consumers. Yes, pacify. They came up with a plan to “identify potential consumer road blocks/fears, construct a proactive message framework to minimize negatives arising [and] assess consumer reaction if [the] press develop scare stories.”

[…]

The Auto-ID Centre’s advisers knew it would be tough [but] they hoped consumers would feel hopeless and too “apathetic” to react (their exact quote was “on balance they are negative by apathetic”). […] “The best communication strategy appears to be positioning the technology simply as an improved barcode,” the advised, noting that, ” … discussing any benefits or using rational argument is largely ineffective and is perceived as ’spin’. Once consumers are concerned, they remain concerned, no matter what we tell them.” (Spychips, pg 156-7)

So, next time you hear it’s an improved barcode, or someone refers to a “radio barcode” (Tesco), “intelligent label” (Marks & Spencer), an “electronic product code” (Wal-Mart), or “green tag” (Auto-ID Centre), remember that someone is trying to “pacify” you.

I wonder how long before we’ll be told that arphids enable and enhance who you really are?