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?

watching your step

Originally uploaded by lowfatbrains.

“The ability to surreptitiously collect a variety of data all related to the same person; track individuals as they walk in public places (airports, train stations, stores); enhance profiles through the monitoring of consumer behaviour in stores; read the details of clothes and accessories worn and medicines carried by customers are all examples of uses of RFID technology that give rise to privacy concerns.”

- EU working document on RFID, January 2005, as quoted from Spychips by Katherin Albrecht and Liz McIntyre.

I’ve written before about Bruce Sterling’s speech at Space in London. Finally, MAzine has put up a link to download the full speech. Worth listening to!

Great doc just screened on BBC called Is business the real Big Brother?

“As we move throughout cities, throughout our jobs and lives, there are technologies and devices everywhere which capture our movements, capture our activities, which are then stored on databases as evidence of what we’ve been doing.”
- Dr Kirstie Ball, Open University

You can download it here. (I just started reading Spychips: How Major Corporations and Government Plan to Track Your Every Move with RFID. Excellent, expect a review soon, but definitely read this book).