Location analytics firms want to notify shoppers when they're being tracked

A group of location analytics firms that provide in-store tracking to retailers has agreed to a code of conduct that will require the companies to let shoppers know they are being tracked with large signs posted throughout stores. The agreement also requires the firms to give shoppers a way to opt-out. The National Retail Federation expressed skepticism over the agreement, saying it's not helpful to regulate technology that benefits consumers.

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