Spy necklace under pressure: Friend postpones its European launch due to data regulations

The American startup Friend has decided to postpone the launch of its smart necklace equipped with artificial intelligence in the European Union due to the constraints imposed by the General Data Protection Regulation (GDPR). This device, capable of recording conversations and responding to them via a mobile application, is already generating considerable controversy regarding privacy.

According to its designer, Avi Schiffmann, the launch is suspended to ensure full compliance with European legislation. The company is currently working with a legal team based in Europe to adapt its product to GDPR requirements before it can be marketed.

The necklace, sold for around 113 euros, is presented as a personal assistant capable of answering all kinds of questions thanks to Google's Gemini artificial intelligence. Its principle is based on continuously listening to the user's sound environment, which allows the device to generate contextual responses sent to a smartphone.

But this ability to record continuously raises serious concerns. Criticism emerged as soon as the advertising campaign was launched, particularly in the Paris metro, where posters for the product were widely vandalized. Several voices denounced a device capable of capturing conversations without the consent of those involved.

On the political front, Green Party MP Jérémie Iordanoff has filed a complaint with the National Commission for Information Technology and Civil Liberties (CNIL), calling for an investigation into potential breaches of personal data protection regulations. The authority may be required to examine the product's compliance with European rules.

Already on the market in the United States, where it has sold approximately 3,000 units according to Fortune magazine, this necklace symbolizes the privacy challenges posed by new AI technologies. Its arrival in Europe remains contingent on the manufacturer's ability to meet the stringent requirements of the European regulatory framework.