Meta's Smart Glasses: Facial Recognition Feature "Name Tag" and Privacy Concerns Mount

Meta is reportedly developing a facial recognition feature for its smart glasses platform, internally referred to as "Name Tag," which could potentially identify individuals and access information via an AI assistant. This development occurs as the company faces increased scrutiny regarding the privacy practices of its existing Meta Ray-Ban smart glasses, following revelations that offshore workers have reviewed sensitive user videos. Both initiatives have prompted discussions about user privacy, data security, and the broader implications of expanding surveillance technology.

Facial Recognition Feature Under Development

Meta is considering introducing a facial recognition feature, known as "Name Tag," for its smart glasses. This functionality would enable owners to identify individuals in real-world environments and access relevant information through Meta's AI assistant. Internal discussions about this feature reportedly began in early 2025, with potential availability as early as this year.

Internal documents reviewed by The New York Times indicate that Meta insiders have acknowledged "safety and privacy risks" associated with "Name Tag." The initial rollout strategy reportedly involves introducing it as an accessibility feature at a conference for blind users before a broader public release.

A memo cited in the documents suggested that a "dynamic political environment" in the U.S. could offer a strategic window for launching such a feature, potentially when civil society groups might have their resources focused on other concerns.

Human Review of Smart Glasses User Videos

An investigation by Swedish media outlets Svenska Dagbladet and Göteborgs-Posten revealed that offshore Meta workers in Kenya have analyzed sensitive user videos captured by Meta Ray-Ban smart glasses. These workers, employed by Meta contractor Sama, perform data labeling to train AI models.

The investigation found that the reviewed footage included:

• Intimate moments
• Content featuring nudity and sexual acts
• Personal financial information, such as bank account details

Workers involved in the review process indicated that many of these videos appeared to have been recorded without the subjects' awareness. Sama is currently facing a class-action lawsuit from content moderators alleging exploitation and traumatic content review under inadequate working conditions. One employee reportedly stated, "You are not supposed to question it. If you start asking questions, you are gone," suggesting pressure to perform the work without inquiry.

Meta's Terms of Service state that the company reserves the right to send user interactions with its AI services, including always-on live AI features, to human moderators. Meta referenced this policy when asked for comment on the investigation's findings.

Device Evolution and Broader Privacy Concerns

The Meta Ray-Ban smart glasses were initially launched in 2023. An upgraded AI-powered model, the Meta Ray-Ban Display, was released in September, incorporating a Neural Band interface and AI assistant integrations. CNBC reported that sales of the glasses tripled in 2025, reaching over 7 million units.

The technology has generated concerns beyond the human review of videos:

• Recording Notification: The device features a recording light intended to alert the public when video is being captured. However, reports indicate that some users have deliberately obscured this light, raising concerns about covert recording and potential harassment.
• Expanded Surveillance: The potential for expanding surveillance and facial recognition capabilities has raised broader worries. Meta has previously faced scrutiny regarding facial recognition technology.
• Continuous Operation: Plans to advance live AI features in 2025 could enable the devices to continuously operate cameras and sensors, using AI to log wearers' daily encounters.
• Third-Party Use: Privacy advocates have warned about the potential for third parties, including government entities, to utilize this technology.

Nathan Freed Wessler, deputy director of the American Civil Liberties Union, stated to The New York Times that:

"Face recognition technology on the streets of America poses a uniquely dire threat to the practical anonymity we all rely on. This technology is ripe for abuse."

In response to the discussions, Meta stated that it is "building products that help millions of people connect and enrich their lives." The company added:

"While we frequently hear about the interest in this type of feature – and some products already exist in the market – we’re still thinking through options and will take a thoughtful approach if and before we roll anything out."