LVMH Eyewear accused of privacy violation

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.

Featured photo : © LVMH

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Hélène Cougot

Passionnée depuis son plus jeune âge par l’art et la mode, Hélène s’oriente vers une école de stylisme, l’Atelier Chardon-Savard à Paris, avec une option Communication. Afin d’ajouter des cordes à son arc, elle décide de compléter sa formation par un MBA en Management du Luxe et Marketing Expérientiel à l’Institut Supérieur de Gestion à Paris dont elle sort diplômée en 2020. Elle a notamment écrit des articles lifestyle et beauté pour le magazine Do it in Paris et se spécialise en rédaction d’articles concernant le luxe, l’art et la mode au sein du magazine Luxus Plus.********** [EN] Passionate about art and fashion from a young age, Hélène went to a fashion design school, Atelier Chardon-Savard in Paris, with a Communication option. In order to add more strings to her bow, she decided to complete her education with an MBA in Luxury Management and Experiential Marketing at the Institut Supérieur de Gestion in Paris from which she graduated in 2020. She has written lifestyle and beauty articles for Do it in Paris magazine and specializes in writing articles about luxury, art and fashion for Luxus Plus magazine.