The European Commission's data protection and privacy body, Article 29, has published a report on RFID use. Concern is raised over using RFID to track people's movements. According to the report:

"The ability to collect a variety of data all related to the same person; track individuals as they walk in public places; enhance profiles through the monitoring of consumer behaviour in stores; read the details of clothes and accessories worn and medicines carried by customers are all examples of uses of RFID technology that give rise to privacy concerns."

The impact of this could be huge on any company selling consumer goods and items in European markets. We have to wait to see the full report, but suggested guidelines include asking permission from consumers before putting RFID tags on goods, and providing disclosures about what data will be collected.