The Department of Consumer Protection and Defense (DPDC), through the National Consumer Secretariat (Senacon), part of the Ministry of Justice, has initiated preliminary investigations against the Hering company for allegedly using customer face recognition to capture their reactions to garments exposed on their clothes racks, in order to profile their consumers and customize store offerings.
According to the procedure, the collection and processing of personal data involved, and its sharing with third parties, could pose risks to the privacy and intimacy of its customers due to the alleged lack of security, right to freedom of choice and right to clear information suitable for consumers protection.
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Collaboration: intern Bruna Toniolo Lopes.