Ray-Ban Meta glasses make hidden filming easier in Sweden

Ray-Ban Meta smart glasses have been sold in Swedish stores for about a year, and two major optical chains told SVT that demand is growing. With the camera built into the frame, they also make it easier to film people without them noticing.

Sweden’s privacy authority says the same basic rules apply as when using a phone camera. Filming in public is often allowed, but sharing footage widely, including on social media, can trigger GDPR duties such as having a legal basis and telling people they are being filmed.

A Swedish creator told SVT Culture that videos made with the glasses often attract more views and comments. He said he asks permission before posting. Other popular formats include “rizz cams”, which record approaches to strangers, often women; several outlets have reported people being posted without their knowledge or consent.

Global sales reached seven million pairs last year, more than triple the combined two million sold in 2023 and 2024. An IMY specialist told SVT that glasses worn through much of the day can collect detailed information about the wearer and surroundings for advertising and AI training.

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