Consumers have to have the right apps installed on their smartphones to receive product information from the Beacons. Then, when they enter a given shop, they automatically receive advertizing, coupons and personalized offers as push messages on screen. The problem here is protecting their privacy. By using this type of Beacon, consumers reveal a great deal about their personal tastes - and lives. Tracking data are collected that can be used to piece together a picture of their purchasing patterns. Laws restricting the use of such data are not yet in place.