New Serrano Bill to Discourage Cell Phone Tracking by Retailers

Statement

Congressman José E. Serrano introduced a bill yesterday designed to discourage retail establishments from deploying cell phone tracking systems without the knowledge or consent of shoppers. The bill, H.R. 3629, would require retail establishments that are tracking the movement of customers to post signs in prominent locations to alert customers that they are being tracked and advise them that they can prevent the tracking by turning off their cellular devices. The technology and practice was first reported in the news in recent weeks.

"When I learned about the surreptitious tracking of customers by a few malls around the nation, I knew that this practice was only being carried out because customers didn't know it was happening," said Serrano. "I think that the easiest way to end this practice is to require tracking retailers to warn their customers and suffer the consequences of the customers' views on it. I believe that the retailers will therefore voluntarily give up the use of this invasive practice before it catches on.

"We have a right to go about our business in retail establishments without our movements being precisely tracked. This technology does not have to do with anti-theft procedures, but is rather a way for the establishment to gather data on our preferences. If retail establishments are forced to display a warning to customers, customers will vote with their feet and the technology will cease to be used. I think retailers have enough data on our habits and preferences already, without needing to resort to this level of intrusive surveillance. I look forward to working with my fellow lawmakers to get this bill passed and stop this practice before it spreads."

Source