Major Dutch Optical Retailer Pulls Meta Smart Glasses from All Stores as Privacy Backlash Grows in the Netherlands

One of the Netherlands' largest optical chains has suspended sales of Meta's camera glasses amid political and public pressure, with hospitals and the defence force also moving to restrict the devices.

Hans Anders, one of the Netherlands' biggest optical retailers, has immediately halted sales of Meta's AI-enabled smart glasses, citing mounting social and political concern over privacy risks.

The chain has removed the product from all its Dutch and Belgian stores, as well as its online shop. In a statement, the company said it was taking the signals seriously and saw the issue developing into a wider societal and political debate.

"Possibly the product will return to our shelves at a later stage," Hans Anders said, "but at this moment we have decided not to offer these glasses in our stores."

Reports of covert filming

The decision follows a report by Dutch news outlet Algemeen Dagblad published on Thursday 1 October, which claimed hundreds, possibly thousands, of Dutch women and girls had been photographed unknowingly with the glasses in recent months. Multiple authorities have said such filming is unlawful.

Pearle Opticiens, which has also sold the product, did not respond to repeated requests for comment. Its parent company is Essilor Luxottica, which co-designed and co-developed the glasses with Meta.

Hospitals told to keep the glasses out

The Dutch Association of Hospitals (NVZ) has issued advice to all member hospitals to keep the devices out of their buildings, aligning with earlier guidance from the Dutch Data Protection Authority (Autoriteit Persoonsgegevens, AP).

The NVZ said protecting medical data is a legal obligation for healthcare institutions, and recommended hospitals include the wearing and use of camera glasses in their house rules.

"Privacy and data protection play a crucial role in the healthcare sector," said NVZ spokesperson Johannes Verboom. "Not only the privacy of our patients, but also that of our staff must be protected."

Defence considers blanket ban

The Dutch Ministry of Defence already enforces a permanent recording ban at all military sites, covering staff and visitors. It is now weighing an additional measure.

"Because recording with a smart glasses can happen practically unnoticed and continuously, Defence is currently looking at the possibility of a total ban on smart glasses," a spokesperson said. Defence noted that wearers could covertly capture images of military objects, record confidential information or capture conversations, which it described as undesirable.

Courts, holiday parks and festivals

Not all sectors are introducing new rules. The Dutch judiciary said existing house rules already prohibit the glasses in courtrooms under the general ban on recording, so an explicit ban was unnecessary.

Holiday park operator Center Parcs said it already prohibits photo and video recording in changing rooms, showers and saunas, and is monitoring developments around smart glasses.

The Dutch events industry does not currently see festivals as more vulnerable than other sectors. Boris van der Ham, chair of the Association of Event Makers, called it a broad societal dilemma, saying organisers could consider additional rules but that general rules must come from politicians.

Legal and political fallout

The Public Prosecution Service (OM) said images made with the glasses could be criminal. Intentionally and unlawfully producing sexual images is prohibited, as is distributing them, and footage of anyone under 18 could constitute child sexual abuse material. The OM cannot comment on individual cases but said suspected offences can be reported to police.

In France, prosecutors have opened an investigation into possible sexual harassment involving smart glasses. No comparable investigation is under way in the Netherlands.

Politically, a majority of the Dutch lower house has called for a ban on the glasses. A motion from MP Barbara Kathmann (PRO) passed last Tuesday.

Industry voices

AI commentator Jarno Duursma described the Meta glasses as a textbook example of a product that is legally available but ethically undesirable. He acknowledged genuine benefits, including hands-free use and value for people with low vision, for whom the glasses can act as "an extra pair of eyes" that reads aloud and describes surroundings.

The drawbacks, he said, are clear: covert filming, voyeurism and capturing people's remarks when they believe they are unobserved. He welcomed the intervention.

What it means for eyecare practices

The move highlights a reputational and regulatory risk for optical retailers stocking smart eyewear, particularly as the category blends fashion, vision correction and consumer electronics. Practices stocking or considering similar products may wish to review their in-store policies on recording devices, patient privacy in consulting rooms and clinical areas, and how they communicate with customers about smart eyewear. The accessibility benefits for low-vision patients may also feature in any debate over bans.