Meta’s privacy-invading feature for smartglasses confirms it doesn’t care what you think
It’s hard to imagine a feature like facial recognition being generally welcomed and liked, but that apparently hasn’t stopped Meta considering it for its smartglasses.
The feature, discussed internally at this stage, is referred to as Name Tag, and may arrive at some point in 2026 according to a New York Times report.
What will it do?
Name Tag has not been approved for launch at this point, and is still a potential feature. Should it arrive, it will use the camera fitted to smartglasses like the Meta Ray-Ban Display to identify people.
Meta’s AI will step in and provide details such as the person’s name or other simple details, potentially through data shared via Meta’s other products such as Instagram, Facebook, Messenger, or WhatsApp.
Because the feature hasn’t been confirmed, there’s no information on how Name Tag’s face recognition will initially operate, whether people will have to opt-in, or if any security systems will be put in place to protect people’s privacy.
Giving citizens a device with hands-free, AI-powered facial recognition doesn’t sound like something many will welcome, particularly following reports of Meta’s smartglasses being used for creepy, privacy-invading purposes already.
Meta, according to an internal document seen by The New York Times, doesn’t seem to care. It apparently considers the current period of political upheaval, concerning international situations, and other serious societal issues the ideal distraction for it to launch a feature people would normally, and rightfully, question.
Since the New York Times report, a Meta spokesperson told Business Insider it’s “still thinking through options and will take a thoughtful approach if and before we roll anything out.”
Ongoing problems
Smartglasses have experienced a period of massive growth and consumer interest. EssilorLuxottica, Meta’s partner on Ray-Ban and Oakley smartglasses, recently said it sold seven million pairs of smartglasses in 2025, two million more than the total it sold in 2023 and 2024 combined.
However, privacy, safety, and security concerns remain. The US Air Force recently banned those in uniform from wearing smartglasses due to the ability to record, store, and transmit data. The military doesn’t have a single policy on smartglasses, but it’s clear there are concerns regarding security, according to a report by Task and Purpose.
Analysts have indicated 2026 will be a breakout year for smartglasses, but this could quickly fall apart if companies like Meta take advantage of not only interest, but also a distracted public, to launch controversial features.
If Meta’s Name Tag feature does eventually arrive, it will show brands haven’t learned anything from what killed Google Glass more than a decade ago.
