Online shopping and the use of virtual try-on technology continue to grow in popularity. Retailers today have a number of options when considering how to bring virtual try-ons to consumers. These range from licensing third-party technology to integrate virtual try-on within their own e-commerce channels to partnering with an online shopping network that offers the feature as an add-on. Regardless of how a retailer makes virtual try-ons available to consumers, use of virtual try-on technology introduces important privacy considerations. And if the feature collects data about consumers’ hands or faces, state biometric laws may come into play. Miriam Farhi, Andrew Grant, and Bipasana Joshee share some privacy best practices for retailers considering virtual try-ons in their article for Retail TouchPoints.

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Photo of Miriam Farhi Miriam Farhi

Miriam Farhi is a partner in the firm’s Technology Transactions & Privacy practice and represents retail and technology companies on issues relating to privacy, data security, ecommerce, social media, Internet of Things (IoT), artificial intelligence, online and mobile advertising, and consumer protection.

Photo of Andrew Grant Andrew Grant

Andrew Grant works with his clients to successfully implement their business strategy and grow their business by providing strategic advice, contract negotiation and contract negotiation strategy, product or service launch and distribution counsel and technology commercialization strategy.

Photo of Bipasana Joshee Bipasana Joshee

Bipasana Joshee counsels clients on a wide range of issues related to privacy and product counseling such as compliance with the EU General Data Protection Regulation (GDPR), California Consumer Privacy Act (CCPA), and the Family Educational Rights and Privacy Act (FERPA).