Can personal data/consumer data be linked to the EPC?
As with the barcode today, personal data can be connected to the EPC. If you use your shop's loyalty card to qualify for discounts or collect points, the shop can link the EPC of the items you purchase to your account in order to send you suitable information about promotions. In addition, as with any non-cash transaction today, quite apart from an EPC tag or bar code the retailer must still capture – if only temporarily – the information required to complete the transaction. However, there are laws about how this information can be used, and it cannot be shared among organisations without your consent or without applying all the relevant legal safeguards.
Nothing prevents the use of anonymous purchasing such as using cash; this capability is not affected in any way by the use of EPC.