Shopper Tracking Code Overreaches, Retail Group Exec Says

Law360, New York (February 19, 2014, 9:36 PM EST) -- The National Retail Federation's senior vice president on Wednesday criticized recent self-regulatory efforts to craft a voluntary framework for providing customers notice and choice when their smartphone location is being tracked by stores, saying the protections are overly broad.

During a seminar on mobile device tracking held by the Federal Trade Commission, representatives from location data analytics providers iInside and Mexia Interactive touted the recent steps the industry has taken to soothe concerns about in-store customer tracking. These include the Tuesday launch of a platform that will...
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