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Since September 2012, we have started to implement the use of Radio Frequency Identification ("RFID") technology within some of our flagship stores.

What is RFID Technology?

RFID technology provides us with a way of identifying individual product items using radio signals. RFID technology is found in a small tag typically in the swing ticket but in some cases is embedded in the product via a textile RFID label. By using RFID wireless readers at various points in our stock control process and in selected stores, we can read information about our products, such as the product type and range within an RFID wireless reader area.

Why is Burberry using RFID technology?

We have started to initiate the use of RFID technology throughout our Burberry product lines to assist with stock and quality control, while also enhancing the customer experience in selected stores. RFID technology enables customers to view bespoke multimedia content specific to different products and ranges on in-store display screens.

The RFID tags do not, on their own, carry or store any personal data which could identify individual customers to us. We only store product specific information such as the product code on the RFID tag. This information is not linked to a customer, or to customer transactions. It is possible that in the future we may link the RFID tags to our customer database, however we will not do this unless we have the prior consent of our customers to do so.

Can I de-activate or remove the RFID tags from my purchased items?

Yes. Within selected stores, our Sales Associates will assist you if you wish to have the RFID tags within your purchases de-activated for the triggering of bespoke multimedia content. We will not de-activate the RFID element which relates to stock and quality control.

If you are buying products online or would like to deactivate the interactive multimedia element at a later date, you can do so by simply removing the textile RFID label. If you require help with this, please contact Customer Service who will be able to assist. Any information which is stored on the RFID tags will not be stored for any longer than is necessary.

Are there any environmental concerns?

There are clear European rules in place for data transmission through radio signals and our RFID tags comply with these rules and guidance. Frequencies within our RFID tags have been selected to ensure that, as far as possible and when considering current scientific findings, no known health risks can occur when using this technology.