Luxury fashion giant Louis Vuitton’s North American division is accused of illegally collecting biometric data from customers using the tool on the company’s website to virtually try on sunglasses and frames .
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According to the lawsuit filed in Manhattan, the firm collects sensitive biometric data of its users, including full-face scans, through its Virtual Try On service without obtaining their consent or informing them.
Fines per violation
The complaint prohibits the unauthorized collection and storage of biometric data and ranges from $1,000 to $5,000 per violation. Reference was made to the Illinois Biometric Data Protection Act, which imposes a fine.
It is stated that the data collected by the vehicle is converted into computer code and sent to an external server for storage. Louis Vuitton’s North American representatives have not yet responded to a request for comment on the situation.
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