Smart Glasses: Bans and Privacy Debates Across Europe

The government of Norway is studying a temporary prohibition on the use of smart glasses in certain public spaces, while other countries and retail networks have already adopted restrictions due to privacy and data protection concerns, according to ANSA. The discussion grows in parallel to the advancement of the market for devices with AI and partnerships between tech giants.

Summary of the facts

• The government of Norway is considering a temporary ban on the use of smart glasses in certain public spaces, citing concerns about surveillance and the protection of personal data, according to ANSA.
• In Australia, investigations have been opened to examine how a smart glasses app manufacturer collects and stores personal information, as reported by ANSA.
• In the United Kingdom, the use of smart glasses is already banned in courtrooms; in New York there are also prohibitions in judicial spaces.
• There is a mosaic of restrictions in several countries: retail networks, commercial establishments and public spaces are adopting measures ranging from suspension of sales to use prohibitions in specific environments.

Market and main players (smart glasses, AI market)

The market for smart glasses has shown rapid growth driven by AI features and integration with platform ecosystems. According to ANSA, quoting analysts from IDC, sales grew 167% year over year in Q1 2026. Among the main players and products cited are:

• Meta in partnership with EssilorLuxottica, with the product Ray-Ban Meta;
• Snapchat (Snap), with its social glasses;
• Xiaomi, among manufacturers offering competitive-priced alternatives;
• The Google–Samsung partnership is expected to launch a device by the end of 2026, according to ANSA.

After the launch and commercial retreat of the Google Glass in 2013, new generations — this time with integrated AI — are being promoted by companies as possible substitutes for smartphones for tasks such as navigation, voice assistants, image capture and overlaying information in augmented reality.

Motivations behind the bans (privacy, consent)

The restrictions and debates are driven by three main concerns:

• Privacy: the ability to film, record audio or capture biometric data without others knowing or consenting.
• Consent: practical difficulty of obtaining authorization from all people present in public or private spaces.
• Data protection: risks related to storage, sharing and potential reidentification of individuals from images and metadata.

Regulators and regulatory bodies advocate updating rules to ensure individuals are not filmed or monitored without knowledge and proper protection. The core of the debate is how to reconcile technological innovation with fundamental rights to privacy and dignity.

Measures already adopted and repercussions

Some commercial and institutional reactions have already consolidated:

• A large optical chain in the Netherlands suspended the sale of Ray-Ban Meta in the Netherlands and in Belgium, ANSA reported.
• In the United Kingdom, besides the ban in courts, pub chains and establishments began limiting the use of glasses in their own premises, reflecting an immediate response from the hospitality sector.
• At the institutional level, governments are evaluating temporary bans or specific norms for sensitive places (courts, schools, healthcare spaces).

These measures directly affect product adoption: sales suspended at physical points, recommendations to prohibit in public spaces and regulatory pressures that can shape company privacy policies and product design.

Relevance for Brazilians and descendants of Italians

Brazilians — including descendants of Italians who travel or live in Europe — should be attentive to restrictions that vary by country:

• In countries like Norway, United Kingdom, Netherlands, Belgium and in some US states, the use of smart glasses may be limited or prohibited in sensitive public spaces and courts.
• The presence of Brazilians in Europe may encounter places that ban device use at events, establishments and administrative spaces. For information about living in Italy and local rules, consult the section Vida na Itália and, for general news about the country, see Notícias da Itália.
• The European privacy and consent debate tends to influence international norms and retail and hospitality practices, potentially impacting legislation and corporate policies in the coming months.

What to watch for in the coming months

• The possible final decision by Norway on a temporary ban and potential legislative texts or regulations imposing broader limits;
• Results of investigations in Australia about data collection practices by smart glasses apps;
• Market reactions — product adjustments, sales policies and privacy resources — in response to bans and regulatory pressures;
• The arrival of new models to the market (Google–Samsung and other launches) and how they will be received in a more cautious regulatory environment.

The rapid expansion of the market, driven by AI and partnerships between eyewear manufacturers and tech companies, contrasts with a growing regulatory response aimed at protecting individual privacy. To follow developments in Europe and their implications, check our coverage in Notícias da Itália and information about mobility and life on the continent at Vida na Itália.

Source: ANSA