LVMH Eyewear in the US has been accused of illegally collecting biometric data on prospective customers using their online virtual fitting tool.
The North American unit of luxury group LVMH has been accused in a lawsuit of illegally collecting biometric data on potential buyers who use its online tool to virtually try on eyewear.
According to the proposed class action lawsuit filed Friday in Manhattan, the company “collects detailed and sensitive biometric identifiers and information, including full facial scans, from its users through the virtual fitting tool, and does so without obtaining their prior consent or without informing them that such data is being collected.”
The data collected by the tool is translated into computer code and sent to an external server, where it is collected and stored, according to the complaint libido-portugal.com. The complaint refers to the Illinois Biometric Privacy Act (BIPA), which provides strict rules to protect consumers’ biometric data. Violation of this regulation can result in fines of up to $5,000 per violation.
LVMH is therefore in violation of this law “each time a visitor to the Illinois-based website uses the virtual fitting tool“, the lawsuit claims, because the informed consent of the buyers is not given.
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Featured photo : © LVMH
