Retailers collect a lot of data from their customers through rewards cards. One UK supermarket chain manager could imagine using it for nutritional information. Consumer advocates are less enthusiastic.
In the UK, 22 million people have a loyalty card from Tesco, the largest supermarket chain. Collect points and get discounts on products. In return, the company gets a good overview of what people are buying. This data is the basis for marketing, advertising, product development, etc.
Tesco CEO Ken Murphy knows how much data the company has, and at industry conferences he has toyed with the idea of using it for something entirely different: people’s health.
“Nudge the consumer”
“The Tesco app can then tell the consumer: ‘Oh, by the way, this product contains 250% more salt than the recommended daily allowance. For your health, you can replace it with the following product,’” the Tesco app said in a statement.
Ken Murphy emphasized that it is very easy to implement, but he did not want to do this step alone. He did not say anything about his motivation. He presented his idea to politicians as a basis for discussion.
High cost Health System
The UK’s health service is under huge pressure and money is tight everywhere. Experts are recommending prevention as a way to save money. This advice fits well when shopping apps warn consumers to cut down on salt, cut down on fat and eat more vegetables.
Henry Dimbleby is an entrepreneur who has invested in the food sector and advised the government on the issue. He told the BBC: “We can combine the data from the NHS with information about income, tax, and then understand what happens to income when diseases affect income. And if we combine that with research from Oxford University, it will help us and help us figure out how we can become healthier and more productive as a country.”
‘Transparent Customer’?
Private companies and government agencies share and connect data above all else. There is a downside to that vision. The result will be transparent customers and transparent citizens. Silky Carlo of consumer advocacy group Big Brother Watch says the idea that Tesco is using artificial intelligence to evaluate shopping data is offensive to many.
According to the organization’s press release, these statements should make it clear that loyalty cards are a form of mass surveillance. Tesco has no right to tell consumers what to buy or not to buy.
Christoph Prössl, ARD London, tagesschau, 19 September 2024, 8:51 am
